Casual Friday
A full brand identity for Casual Friday, a CBD bath bomb built for your bathroom, not the dispensary. Logo system, a flat and cheeky character world, packaging, and a brand guide for a cannabis brand that never takes itself too seriously.
Type
Brand Identity · Packaging · Illustration
client
Concept project
role
Sole designer
Date
2026
Casual Friday
Discovery
The brief was deliberately bare: a name and a category, nothing else. I landed on Casual Friday and cannabis, then skipped the dispensary for the bathroom, CBD bath bombs people actually want to keep at home.
What it stands for
Casual, a little spicy, and never too serious. A cannabis brand that feels relaxed and at home instead of clinical or heady.
How it looks
A minimal character system that sits between a mascot and a logo character, flat and cheeky, tied straight to the product, plus a clean logo, packaging, and a brand guide.
Out in the world
Packaging across the line, a playful character world, branded merch, and a brand guide that keeps every piece on message.
