TZEL.

Identity for a licensed medical cannabis pharmacy in the hottest city in the country. צל (tzel) means “shade”, and here relief looks exactly like shade. The line שמור בצל, “Keep in the shade”, is the storage instruction found on any pharmacy label.

The logo is the heavy green word צל next to a pharmacy cross with a white leaf. On the building the word is painted across the white wall, and a deep green portal with a lit cross throws a hard shadow over the entrance and the bench.

Inside, the path runs from light into shade, to numbered dispensing windows. The print speaks in information, not promotion: 41° outside and 23° in the shade on the posters, the last kilometres of sun on a billboard on Route 90, a leaflet in every bag. No smoke, no neon, no rasta colours.