Year
2024
Deliverables
Strategy Brand identity Packaging Animation UI/UX design
A new look for the market-leading and top-ranked cannabis seed bank in the United States
Year
2024
Deliverables
Strategy Brand identity Packaging Animation UI/UX design
A new look for the market-leading and top-ranked cannabis seed bank in the United States
Year
2024
Deliverables
Strategy Brand identity Packaging Animation UI/UX design
A new look for the market-leading and top-ranked cannabis seed bank in the United States
The Challenge
From grower's blog to global platform
ILGM started in 2012 as a blog written by a single Amsterdam grower with twenty-five years of hands-on experience. By 2025, it had quietly become the leading cannabis seed bank in the United States, with millions of seeds shipped, thousands of five-star reviews, and a community of home growers who treat the brand like a trusted friend. But the website, the content, and the social presence still felt like a blog with a shop bolted on, not the category-defining ecommerce platform ILGM had actually become. In a cannabis market flooded with faceless seed sellers and AI-generated grow advice, ILGM needed a new digital platform and a coherent social media strategy that could carry its authority, its warmth, and its growing ambition all at once.
The Solution
The on-brand e-commerce
We rebuilt ILGM around the thing that made it famous in the first place: real expertise, shared generously. The new digital platform brings ecommerce, Grow Bible, community, and expert support into a single, seamless experience, structured around where a grower actually is in their journey. The refreshed brand identity is warmer, more confident, and unmistakably ILGM. A visual system that can sell premium seeds on Monday and hold a beginner's hand through their first germination on Tuesday, without changing its voice. Paired with a new social media strategy built for the way growers actually learn on TikTok, Instagram and YouTube, the result is a brand that finally feels as mature as the community it has been quietly building for more than a decade.
The Challenge
From grower's blog to global platform
ILGM started in 2012 as a blog written by a single Amsterdam grower with twenty-five years of hands-on experience. By 2025, it had quietly become the leading cannabis seed bank in the United States, with millions of seeds shipped, thousands of five-star reviews, and a community of home growers who treat the brand like a trusted friend. But the website, the content, and the social presence still felt like a blog with a shop bolted on, not the category-defining ecommerce platform ILGM had actually become. In a cannabis market flooded with faceless seed sellers and AI-generated grow advice, ILGM needed a new digital platform and a coherent social media strategy that could carry its authority, its warmth, and its growing ambition all at once.
The Solution
The on-brand e-commerce
We rebuilt ILGM around the thing that made it famous in the first place: real expertise, shared generously. The new digital platform brings ecommerce, Grow Bible, community, and expert support into a single, seamless experience, structured around where a grower actually is in their journey. The refreshed brand identity is warmer, more confident, and unmistakably ILGM. A visual system that can sell premium seeds on Monday and hold a beginner's hand through their first germination on Tuesday, without changing its voice. Paired with a new social media strategy built for the way growers actually learn on TikTok, Instagram and YouTube, the result is a brand that finally feels as mature as the community it has been quietly building for more than a decade.
The Challenge
From grower's blog to global platform
ILGM started in 2012 as a blog written by a single Amsterdam grower with twenty-five years of hands-on experience. By 2025, it had quietly become the leading cannabis seed bank in the United States, with millions of seeds shipped, thousands of five-star reviews, and a community of home growers who treat the brand like a trusted friend. But the website, the content, and the social presence still felt like a blog with a shop bolted on, not the category-defining ecommerce platform ILGM had actually become. In a cannabis market flooded with faceless seed sellers and AI-generated grow advice, ILGM needed a new digital platform and a coherent social media strategy that could carry its authority, its warmth, and its growing ambition all at once.
The Solution
The on-brand e-commerce
We rebuilt ILGM around the thing that made it famous in the first place: real expertise, shared generously. The new digital platform brings ecommerce, Grow Bible, community, and expert support into a single, seamless experience, structured around where a grower actually is in their journey. The refreshed brand identity is warmer, more confident, and unmistakably ILGM. A visual system that can sell premium seeds on Monday and hold a beginner's hand through their first germination on Tuesday, without changing its voice. Paired with a new social media strategy built for the way growers actually learn on TikTok, Instagram and YouTube, the result is a brand that finally feels as mature as the community it has been quietly building for more than a decade.
Work with us
We help start-ups start up.
Contact ralph
Work with us
We help start-ups start up.
Contact ralph
Team
Julian
Ralph
Faye
Project Information
ILGM was founded in 2012 by Robert Bergman, an Amsterdam grower who had spent more than two decades cultivating cannabis for the city's legendary coffeeshops before deciding to share everything he knew with the rest of the world. What started as a blog became a seed bank, then a free Grow Bible downloaded by millions, then a forum, a support team, and eventually the number-one ranked cannabis seed bank in the United States. By 2025, ILGM had outgrown its own digital footprint. A new office in Amsterdam, a larger international team, and a rapidly maturing US cannabis market all pointed to the same conclusion: the ecommerce platform that got ILGM here could not be the one that took it forward. Analogue, an independent brand and digital design agency based in Amsterdam, was brought in to lead the next chapter. A full rebrand of the digital platform and a new social media strategy, powerful enough to support a commercial engine, generous enough to protect what made the community fall in love with ILGM in the first place.
Our strategy started with a simple principle the founders had been living by for thirteen years but never fully designed around: ILGM is a seed bank that thinks like a teacher. Every commercial decision on the new ecommerce platform is paired with an educational one. Product pages sit alongside grow guides. The checkout flow protects the same germination guarantee that built the brand's trust. Strain discovery is structured around what a grower is trying to achieve rather than generic taxonomy. The new visual identity balances the confidence of a mature US retailer with the unmistakable warmth of a community-led cannabis brand, through a considered type system, a palette rooted in plant life rather than novelty green, and a photography direction that treats the plant with the seriousness it deserves. In parallel, we built a social media strategy designed around the way growers actually learn: short-form education, community content, and expert voices led by Robert himself, pulling new growers into the ILGM ecosystem and giving the existing community somewhere to keep coming back to. The outcome is not a new ILGM. It is the same ILGM, finally at full size. A digital platform and social presence built to carry the brand through its next decade of growth, in new markets, new products, and a new generation of growers discovering the thing that started it all.
Project Information
ILGM was founded in 2012 by Robert Bergman, an Amsterdam grower who had spent more than two decades cultivating cannabis for the city's legendary coffeeshops before deciding to share everything he knew with the rest of the world. What started as a blog became a seed bank, then a free Grow Bible downloaded by millions, then a forum, a support team, and eventually the number-one ranked cannabis seed bank in the United States. By 2025, ILGM had outgrown its own digital footprint. A new office in Amsterdam, a larger international team, and a rapidly maturing US cannabis market all pointed to the same conclusion: the ecommerce platform that got ILGM here could not be the one that took it forward. Analogue, an independent brand and digital design agency based in Amsterdam, was brought in to lead the next chapter. A full rebrand of the digital platform and a new social media strategy, powerful enough to support a commercial engine, generous enough to protect what made the community fall in love with ILGM in the first place.
Our strategy started with a simple principle the founders had been living by for thirteen years but never fully designed around: ILGM is a seed bank that thinks like a teacher. Every commercial decision on the new ecommerce platform is paired with an educational one. Product pages sit alongside grow guides. The checkout flow protects the same germination guarantee that built the brand's trust. Strain discovery is structured around what a grower is trying to achieve rather than generic taxonomy. The new visual identity balances the confidence of a mature US retailer with the unmistakable warmth of a community-led cannabis brand, through a considered type system, a palette rooted in plant life rather than novelty green, and a photography direction that treats the plant with the seriousness it deserves. In parallel, we built a social media strategy designed around the way growers actually learn: short-form education, community content, and expert voices led by Robert himself, pulling new growers into the ILGM ecosystem and giving the existing community somewhere to keep coming back to. The outcome is not a new ILGM. It is the same ILGM, finally at full size. A digital platform and social presence built to carry the brand through its next decade of growth, in new markets, new products, and a new generation of growers discovering the thing that started it all.
Project Information
ILGM was founded in 2012 by Robert Bergman, an Amsterdam grower who had spent more than two decades cultivating cannabis for the city's legendary coffeeshops before deciding to share everything he knew with the rest of the world. What started as a blog became a seed bank, then a free Grow Bible downloaded by millions, then a forum, a support team, and eventually the number-one ranked cannabis seed bank in the United States. By 2025, ILGM had outgrown its own digital footprint. A new office in Amsterdam, a larger international team, and a rapidly maturing US cannabis market all pointed to the same conclusion: the ecommerce platform that got ILGM here could not be the one that took it forward. Analogue, an independent brand and digital design agency based in Amsterdam, was brought in to lead the next chapter. A full rebrand of the digital platform and a new social media strategy, powerful enough to support a commercial engine, generous enough to protect what made the community fall in love with ILGM in the first place.
Our strategy started with a simple principle the founders had been living by for thirteen years but never fully designed around: ILGM is a seed bank that thinks like a teacher. Every commercial decision on the new ecommerce platform is paired with an educational one. Product pages sit alongside grow guides. The checkout flow protects the same germination guarantee that built the brand's trust. Strain discovery is structured around what a grower is trying to achieve rather than generic taxonomy. The new visual identity balances the confidence of a mature US retailer with the unmistakable warmth of a community-led cannabis brand, through a considered type system, a palette rooted in plant life rather than novelty green, and a photography direction that treats the plant with the seriousness it deserves. In parallel, we built a social media strategy designed around the way growers actually learn: short-form education, community content, and expert voices led by Robert himself, pulling new growers into the ILGM ecosystem and giving the existing community somewhere to keep coming back to. The outcome is not a new ILGM. It is the same ILGM, finally at full size. A digital platform and social presence built to carry the brand through its next decade of growth, in new markets, new products, and a new generation of growers discovering the thing that started it all.
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