New York-based studio Super Okay crafts a confident, timeless identity while navigating varying laws across U.S. states

THCDesign has been an integral part of California’s cannabis industry since 2016, and the now employee-owned company is one of the only longstanding players in a crowded industry.

Super Okay's task was to help reinvigorate the brand as it shifted from the California market to becoming a multi-state operator competing on the national level. They also needed to revamp their labelling system, not only for different state regulations and requirements but also to consistently communicate and educate a broader audience around product attributes and flavour profiles.

The studio worked with THCD to re-conceptualise the brand to reflect their opportunity to become the Great American Cannabis Company, an iconic brand in the tradition of great American brands—think Levis or Nike—that provide a superior product at a fair price. In addition to longevity, the brand had another invaluable asset—trust. And so the studio used that hard-won trust and THCD's unique position in the market to define what “good” looks like for cannabis. No gimmicks or bullshit—just high-quality, consistent cannabis.

Super Okay completely overhauled the brand identity using its core equities, turning it into a fully fledged brand system that boldly stands out on shelf. Given your typical dispensary's highly chaotic and cluttered nature, it was critical to design something memorable and approachable. Knowing this, they only slightly modified the brand's molecule logo for the sake of recognition. Building on a refined colour palette anchored in the brand's historic use of purple, they introduced an audacious attention-grabbing red logo system to draw the eye and complement our purples. For typography, they used Dia Type Extended Bold, which gives the brand a confident voice when it visually shows up in the world.

Purple had always been a part of the THCD identity, but never in a way that planted a flag and took ownership of the colour. For the new identity, the studio leaned on a spectrum of purples for instant shelf appeal, as it could pull an audience in regardless of age or gender. That was critical for the packaging as well. The subtle shifts in  shades of purples allowed  to create distinction across SKUs while maintaining a unified standout presence on shelf.

The studio redesigned the entirety of the brand's packaging suite, using purple frosted glass jars and mylar bags to create a cohesive family. More intuitively designed tops were introduced to the jars, creating a seamless unboxing experience. Additionally, given the immensely complicated packaging regulations that exist from state to state, they designed a universal box with an adaptive labelling system to work across multiple SKUs. Now, THCD’s packaging can adhere to these highly varied state regulations with its core identity intact.

For more information on the design, visit Super Okay's website or follow them on Instagram .

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