THC Design Repositions for National Expansion

LOS ANGELES- THC Design, a California-based cannabis company, has undertaken a comprehensive rebranding initiative in collaboration with New York creative studio Super Okay. The effort aims to transition the company from a regional entity to a national presence in the cannabis industry.

Established in 2016 and now employee-owned, THC Design sought to redefine its brand identity to align with its expansion objectives. Super Okay was engaged to develop a cohesive branding system that addresses the complexities of varying state regulations and enhances consumer education. The rebranding strategy draws inspiration from established American brands, focusing on delivering a consistent and quality product offering .

The updated brand identity includes a refined molecule logo, a bold red logo system, and a color palette anchored in the company’s signature purple. Typography choices, such as Dia Type Extended Bold, were selected to convey confidence and approachability. Packaging was overhauled to feature purple frosted glass jars and mylar bags, designed for both aesthetic appeal and compliance with diverse state regulations. A universal box with an adaptive labeling system was introduced to accommodate varying requirements .

To enhance consumer understanding, a bento box system was developed to communicate flavor profiles and terpene information. This system allows for flexible storytelling and educational content, aiming to deepen the brand narrative and enrich the consumer experience. Lifestyle photography was incorporated to humanize the brand and connect with a broader audience