Self-directed conceptual project exploring how sophisticated design can transform cannabis from counterculture product to luxury lifestyle brand. Created complete brand identity system targeting affluent, design-conscious consumers who view cannabis as part of their premium lifestyle choices.

The Opportunity: While cannabis rapidly evolves into legitimate retail category, most branding remains predictable—either clinical/medicinal or clichéd imagery. This creates significant gap in luxury market segment.

Strategic Approach: "Botanical Luxury" positioning honors cannabis's rich botanical heritage while treating it with same reverence as fine wine or single-origin coffee. Three core pillars: Heritage, Craftsmanship, and Ritual.