Following the successful launch of the company’s first product, the client returned to our team to develop branding for their second offering, a cannabis flower product. The goal was to create a visual identity that stood apart from the parent brand while still feeling connected through tone and design integrity. This balance of differentiation and cohesion guided every creative decision.

I led the art direction during the concept and mood board phases, helping define the visual territory and positioning for the new product. From there, I served as lead designer for the logo, brand development, and packaging design, ensuring the look and feel captured the unique personality of the product while aligning with the company’s evolving brand ecosystem.

The result was a distinct yet complementary brand that expanded the company’s presence in the market and demonstrated how thoughtful creative direction can both strengthen and diversify a growing product family.