Bzam cannabis worked with me to build a value-oriented brand to live under their umbrella. They already had a well-defined house brand, as well as a lush, beauty-driven, 70s inspired line, so the first task was to find a niche that would work for a budget-concious consumer.

After pitching a few concepts, we settled on a direction that had a low-budget DIY vibe that celebrated the creativity that emerges out of limitation. It's a brand and visual toolset inspired by dollar store signage and a voice driven by dry humor and self-deprication. 

The result is a brand that feels streetwise and polished, positively surprising the consumer with delivery on its promises of value and accessability. 


A dual message of sophistication and value are delivered by simple shapes and a mix of colors inspired by second-hand stores, generic brands, with a touch of creative-class refinement. Patterns nod to mid-century Canadian design and sparse layouts and arresting color combinations are inspired by the 80s minimalist Canadian Noname brand.


A set of badges built within the visual standards deliver dollar-store reverence and street-wise vibes, with many opportunities to create humor through context.

The voice is aware of itself as a budget friendly brand, but one that doesn't suffer from genericness. It's confident in its position in the market, and happy to poke holes in itself, breaking walls and injecting self-effacing humor. It celebrates creativity created by limitation.

The vibe is — with only a few bucks to your name and a few ideas, the potential for something great (or at least interesting) to happen is pretty much guaranteed.


Working with an existing logo that was rooted in vintage inspiration created a challenge in itself. Too many cannabis brands carry 60s and 70s references to the heyday of the movement and don't really do the product justice.

To push the brand further, I stripped it down to its basic elements and built them back up with the modernized color set and typographic contrast.


Wearable pieces were inspired by artist-driven streetwear brands.


Retail installs are designed to feel homey and DIY-created but still pulled together as a brand.

conceptA-two varietals


1 month

project delivery

3 months

go-to-market timeline


concepts delivered


custom interactive animations

Selected Projects


AMEX Social IdentitySocial Identity

Table TopBrand Identity

Red Eye TekBrand and Ecomm

WomplyBrand Identity

Performance KitchenBrand Identity

Shape of Pastamotion design

Adidas Food LabLaunch design

VK12 Energy Barwellness ecomm

FoodeeBrand Identity

LuvoArt Direction

Tea RunnersBrand Identity