Somatic
The Deli Counter
Head of brand & product, through PortalSchwazze · 2024
Launched, 2024
Schwazze needed a flower brand that could win at the counter, where the category makes its sale. Merchandising became the brand: a card handed across rather than a script.
The look is a wordmark and thermal portraits. That system put effects and potency up front on the strain cards, carried them to the counter and the pouches, and into the brand film, which I directed.
I led it through Portal as fractional head of brand and product: naming research, art direction, production and project management. Within sixty days, company reporting ranked it Colorado’s top-selling flower brand; the merchandising did a lot of that.
In hand
The Cadillac Rainbows strain card puts effects and potency on the front and a thermal illustration on the back. Three stand-up pouches extend the thermal gradients from green through violet.
In the wild
The brand extends beyond the store through poster walls, framed prints, labels, and a tee. Effect words connect these applications, while the jars make the shelf read as one range.