I have had the distinct honor and opportunity to conceptualize, ideate and single handedly execute nearly every aspect of this brand from identity to packaging design and everything in between.
To create the Oh Well brand, I started by deeply empathizing with our target audience — largely millennials in their 20s–40s navigating adulthood with all its unexpected frustrations, from layoffs and taxes to everyday annoyances. Humor became the guiding principle, both as a balm for these tribulations and a way to connect with meme culture that resonates with this generation. I looked to the cartoons that shaped our childhoods — shows like Beavis & Butthead, SpongeBob, and Ed, Edd n’ Eddy — to find a nostalgic, relatable voice for the brand.
From this research, I developed a 90s cartoon-inspired aesthetic: the logo drew from playful, splashed typography reminiscent of Nickelodeon, while hand-gestures and illustrations reflected irreverent humor and cannabis culture. The tagline, “Life Happens, Take a Hit” and "Oh Well, at least I'm high", emerged from audience insights, combining self-deprecating humor with casual relief.
Packaging Design
Illustrated packaging amplified this approach, portraying everyday misadventures — forgetting taxes, hungovers, spilled coffee, stolen bikes.
12 unique hand-crafted illustrations were created in Procreate and vectorized in Illustrator to prepare for print. Below are some examples of the print ready PDFs with vector artwork created (all 12 designs for both Flower and Vape bags were set up this way and sent to the vendor.)
Promotional Imagery
All 12 bag designs for both the cannabis flower and vape packaging.
I created animations for each bag design for the purposes of social media use. I included two of these animations in my social media starter kit for this brand.
An informational booklet for the brand.
Apparel
Social Media
Social media campaigns extended the voice through memes and animations, encouraging audiences to share their own “things gone wrong” moments. The result was a cohesive, engaging brand experience that made light of adulthood’s tribulations while staying true to the audience’s humor and nostalgia.
