Chris ZneroldBrand, creative & product leadership

Greatest Hits

Rolling Stoned

Creative director, Stay GoldGreatest Hits · 2022

Launched, 2022

Greatest Hits: greatest hits hero

Greatest Hits leans into the music the category shares with its customers: classic rock on the walls and a guitar pick for a logo, nostalgia rather than clinical calm.

The identity system: the wordmark, guitar-pick marks, color palette, and supporting symbols.
The identity system: the wordmark, guitar-pick marks, color palette, and supporting symbols.
The graphic vocabulary brings together records, music, and cannabis in a repeatable pattern.
The graphic vocabulary brings together records, music, and cannabis in a repeatable pattern.
Event posters carry the identity into live music and the store calendar.
Event posters carry the identity into live music and the store calendar.

The work covered the identity, packaging, store, and product catalog. The range included One Hit Wonders pre-rolls, picks, and matchbooks, while the website placed a criminal expungement page beside the menu.

Apparel designs extend the brand through tour-style graphics and “Let the good times roll.”
Apparel designs extend the brand through tour-style graphics and “Let the good times roll.”
Guitar picks and matchbooks turn the brand marks into objects to take home.
Guitar picks and matchbooks turn the brand marks into objects to take home.

I was head of brand and product at Stay Gold for the brand and its deployment, from the identity through the store and the catalog. It opened in Massachusetts in 2022, built as designed.

Packaging designs apply the wordmark, product information, and orange accents to jars.
Packaging designs apply the wordmark, product information, and orange accents to jars.
One Hit Wonders: the pre-roll packaging design.
One Hit Wonders: the pre-roll packaging design.
The shopping bag and lanyard pair the wordmark with the graphic pattern.
The shopping bag and lanyard pair the wordmark with the graphic pattern.
The launch website and social presence carry the same voice beyond the store.
The launch website and social presence carry the same voice beyond the store.

In hand

The identity draws on record labels, with a guitar-pick mark and orange-on-black graphics. Product tubes carry the line “let the good times roll.” Picks and matchbooks sit at the register, and a neon sign carries the identity onto the wall.

The built storefront: the wordmark in channel letters, the pick, the pre-order window, and the poster wall.
The built storefront: the wordmark in channel letters, the pick, the pre-order window, and the poster wall.
The identity in the built space: category counters, the apparel wall, and the feature screen.
The identity in the built space: category counters, the apparel wall, and the feature screen.
The DJ booth under the neon mark, with gold records on the wall.
The DJ booth under the neon mark, with gold records on the wall.