ROOTED IN GOOD, CURALEAF
CHICAGO, IL | 2024

JY Originals was was asked to create a mobile, stand-alone mural for Curaleaf’s presence at the 2024 Black Cannabiz Conference + Expo in Chicago in July, highlighting specific brands + efforts in the equity space of the business. Since painting four murals in the Lincoln Park retail store with the matching lapel pin for Black History Month (2022), Young wanted to continue her storytelling by including visual cues, such as the featured hand on the right — this time holding a flower.

Overall, she wanted to emphasize the client’s mission to be Rooted in Good, showing that Curaleaf is cultivating, nurturing, growing, + sharing their products with the world to spread wellness, education + joy with intention. The artwork shows different phases of wellness: watering, growing + curating your own wellness journey, like picking your own bouquet of flowers (is this a good time for a flour pun?).

The red rose-like flower’s roots are conveyed as releasing “goodness” - a flow of magic-like sparkles, to be enjoyed + shared. Six brand logos + accompanying brand colors were incorporated by the client’s request; there is also a subtle brand hierarchy based on placement, height + size of the different plants. The planter box design includes Janel’s signature tribal triangles meant to represent community + support, fitting for the event + evergreen for the client’s mission.

Photos by @jy.originals