Orange and white sign with the text 'SUGA' and a small arrow pointing right.
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PACKAGING CONCEPT

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STRAIN SELECTION

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CREATIVE DIRECTION

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PACKAGING CONCEPT ✦ STRAIN SELECTION ✦ CREATIVE DIRECTION ✦

PROJECT SPOTLIGHT.

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CREATIVE DIRECTION & EXECUTION

I LED CREATIVE DIRECTION FOR KOROVA’S FLOWER LAUNCH, SHAPING A DISTINCT VISUAL SYSTEM ACROSS PACKAGING, PHOTOGRAPHY, STRAIN LABELS, AND TERPENE EDUCATION. I CHOSE A CUSTOM JAR AND DESIGNED DISPLAY COMPONENTS THAT BALANCE MINIMAL LUXURY WITH GRAFFITI-INSPIRED ART.

I PARTNERED WITH A LOCAL GRAFFITI ARTIST TO CREATE A CUSTOM MURAL, SPLIT ACROSS STRAIN LABELS TO FORM A COLLECTIBLE SERIES. I DIRECTED OUR PHOTO STYLE USING FOCAL STACKING AND COLORED GELS FOR MAXIMUM DETAIL AND BRAND ENERGY. I ALSO DESIGNED A TERPENE GRAPHIC SERIES USING VIVID COLOR AND BOLD TYPE TO BRING PLANT SCIENCE TO LIFE VISUALLY.

A clear container with a black lid holding cannabis buds inside
Three small jars of cannabis from Korova Edibles, each with black lids and label designs indicating different strains: Mendo Breatth, Gelato, and Super Silver Haze. The labels are colorful, with graphics and strain names.
Packaging label for a cannabis product called 'Blood Money' by Korova, a partnership between Gelatti and Kush Mints strains. The label features a black background with red, white, and yellow text, a warning symbol with a cannabis leaf, and a net weight of 3.5 grams.
A color wheel with four sections in shades of pink, purple, blue, green, yellow, orange, and red.
Packaging label for Korova Chatterbox cannabis flower, featuring flavor profile, strain information, and safety warnings.
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Packaging label for Korova Solar Wind cannabis product with flavors Cherry Sherbert and Acai Mints, displaying ingredient levels, a cannabis warning symbol, and net weight of 3.5 grams.
Packaging label for Korova WETWORKS cannabis flower, with a blue abstract design on the left and black background on the right. Contains information about the product's strain, THC levels, and warnings about cannabis use.
Packaging label for Korova Dark Twin cannabis flower, displaying strain information, indica dominance, and THC levels, with a warning symbol at the bottom.
Packaging label for KOROVA Chrome Fade cannabis flower, containing a blend of Kush Mints, F1 Durb, and Gushers S1 strains. The label displays strain potency levels, a warning symbol indicating cannabis legality, and a net weight of 3.5 grams.
Colorful graffiti-style artwork with abstract shapes, vibrant colors, and dynamic lines.
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White graffiti-style text on a black background that reads 'SAVE!'

visual storytelling

Outline of a graffiti-style text design with the word "METAL" in bold, chunky letters.

I LED THE CREATIVE DIRECTION FOR KOROVA’S STRAIN LABEL SYSTEM BY COLLABORATING WITH A WELL KNOWN LOCAL GRAFFITI ARTIST TO DEVELOP A CUSTOM PIECE THAT SPELLED OUT THE BRAND NAME KOROVA. EACH STRAIN LABEL FEATURES A UNIQUE SLICE OF THE MURAL, SO WHEN COLLECTED AND ALIGNED IN SEQUENCE, THE FULL GRAFFITI PIECE IS REVEALED ACROSS THE PACKAGING.

THIS CREATED A VISUAL STORYTELLING ELEMENT THAT REWARDED BRAND LOYALTY AND TURNED EACH DROP INTO A COLLECTIBLE EXPERIENCE WHILE HONORING STREET CULTURE AESTHETICS.

Black and white cartoon illustration of a woman sitting at a desk using a computer.
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A white cup filled with black coffee on a wooden surface.

PHOTOGRAPHY

I LED THE CREATIVE DIRECTION FOR KOROVA’S STRAIN PHOTOGRAPHY BY COLLABORATING CLOSELY WITH OUR PHOTOGRAPHER TO DEVELOP A DISTINCT VISUAL STYLE. I IDENTIFIED FOCAL STACKING AS A KEY TECHNIQUE TO CAPTURE MAXIMUM DETAIL AND TRICHOME DEFINITION WHILE INTRODUCING COLORED GELS TO CREATE A VIBRANT, HIGH-CONTRAST LOOK THAT MATCHED OUR BRAND ENERGY.

THIS APPROACH RESULTED IN A COHESIVE AND OWNABLE PHOTO STYLE THAT BECAME A CORE ELEMENT OF OUR PRODUCT AND MARKETING VISUALS.

Six colorful digital illustrations of cannabis buds, each with vibrant splashes of paint behind them, arranged in two rows of three against a black background.
Six cannabis buds, each surrounded by colorful paint splashes on a black background.

packaging design

I LED THE CREATIVE DIRECTION FOR KOROVA’S PREMIUM FLOWER PACKAGING, STARTING WITH SELECTING THE CUSTOM JAR FORMAT FOR OPTIMAL SHELF IMPACT AND PRODUCT INTEGRITY. I DESIGNED BOTH THE INNER DISPLAY TRAY AND THE OUTER MASTER CASE TO REFLECT THE BRAND’S STREET-INFLUENCED IDENTITY, COMBINING MINIMAL BLACK SURFACES WITH BOLD GRAFFITI-STYLE ARTWORK.

THE FINAL SYSTEM BALANCES MODERN LUXURY WITH COUNTERCULTURE ENERGY, DESIGNED FOR RETAIL EFFICIENCY AND CONSUMER APPEAL.

A pack of 8 black spray paint cans with colorful graffiti-style packaging.
Black box with a white line drawing of a llama or alpaca on top, with colorful patterned design along the bottom edge and the text "KOROVA" and "UNRIVALED" on the side.

education

TERPENE EDUCATION: GRAPHIC DESIGN AND CREATIVE DIRECTION. I DESIGNED A VISUAL SERIES TO MAKE TERPENE EDUCATION MORE ENGAGING AND ACCESSIBLE. EACH GRAPHIC HIGHLIGHTS A SPECIFIC TERPENE, LIKE LINALOOL, USING BOLD TYPOGRAPHY, VIVID COLOR, AND STYLIZED BOTANICAL IMAGERY.

I HANDLED ALL CREATIVE ELEMENTS FROM LAYOUT AND COLOR PALETTE TO IMAGE EDITING AND TYPE DESIGN. THE SPLATTER EFFECTS AND STRONG CONTRASTS HELP CONVEY THE TERPENE’S AROMATIC IMPACT WHILE KEEPING THE LOOK CLEAN AND MODERN FOR EDUCATIONAL OR COMMERCIAL USE.

Sliced mango with text overlay that reads 'Myrcene found in mangoes' against a black background with orange paint splatter design.
Close-up of lavender flower with purple paint splatter behind it, and text reading 'Linalool found in Lavender' on a black background.
Illustration of pine needles with the word 'PINENE' highlighted in green and labeled as found in pine needles, with green splatter background on black backdrop.
Image of caryophyllene, a compound found in cloves, with a cluster of dried clove buds and a background of yellow particles. Text overlay reads 'Caryophyllene found in cloves'.
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