My mom said this looks cool
Crafting original packaging structure and designs that delight from the outside in.
Dive in
While at Capsule, Client, Curaleaf was looking to crack open a new product offering in the form of a cannabis seltzer. Tasked with an entire rebrand from name, to logo to packaging in the span of a few short months, me and my team got to work designing a brand Inspired by the mesmerizing dreaminess of the California coastline. The result? Endless Coast, a brand that represents enjoying life's journey at the easygoing pace of a never-ending summer.
Creative Director: Michelle Bowitz
Art Director: Taylor Colt
Senior Designer: Brandon Lord
Senior Copywriter: Austin Selness
Mark &
Visual System
Meant to highlight the easygoing nature, spirited adventure and romanticized nostalgia of driving down the West Coast Highway 1, the word mark is a nod to Old Hollywood mixed with a modern, dynamic script.
Packaging & Collateral
Providing an -unending view as you rotate the packaging, the oceanic panorama nods to the Endless Coast name, sprinkling in moments of discovery and delight such as the “EC” monogram shining within the ocean waves, or the cannabis leaf icon used to top the swaying palms.
Just in time for the summer beverage season, Endless Coast was successfully launched in trial markets, generating a tidal wave of enthusiasm not only from the Curaleaf team, but retailers and cannabis consumers alike.
