Back in 2021, a newly minted cannabis company contacted me about helping them build a brand and packaging design system from scratch as part of their go-to-market strategy.

The brief was simply to go hard on shelf appeal and use a lot of bold, eye catching illustration. The hope was to help garner attention for this new brand as it works to claim shelf space in an already mature – and crowded – market. This is the result of that work.

For each boutique strain Hype Tax offers, I came up with a custom illustration and typography treatment to plaster across their packaging. This often includes a literal depiction of the strain’s namesake and other visual cues hinting at the flavor and aroma profile each one individually exhibits. It’s been great fun letting my imagination run wild on these.

Series 1

Series 2

Series 3