Seoul Cannabis isn’t just a shop—it’s a statement. Owner Seung Lee wanted a brand that celebrated his Korean heritage while confronting Korea’s strict cannabis laws. The challenge was to merge the edginess of modern Korean hip-hop culture while paying homage to the rich visual traditions of the past.

While researching, I stumbled upon minhwa—a style of Korean folk painting, often depicting a tiger and a rabbit smoking pipes. In the accompanying folk tales, the tiger (symbolizing corrupt aristocrats) is outwitted by the rabbit (symbolizing the common people). It was the perfect metaphor for the vision: resilience, wit, and quiet rebellion.

From that spark, the rabbit logo was born, weaving together cultural storytelling and a contemporary edge. Every detail—from the zig-zag wall to the mural patterns—was designed to feel both deeply rooted and unapologetically modern.