Originally, it was conceived as a logo for a medical marijuana brand. The design shows a beaver ship captain "tripping" on his trip.
Concieved as a Crafty Chef range of branding products, this focuses on ingredients.
An image makes a thousand words. The magnifying glass, the pipe and its smoke send you thinking at Sherlock Holmes, the most inquisitive literature hero. They also fit pretty well as the letters in the text.
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