The brief was simple: create a cannabis company called Casual Friday. The direction was mine to decide. I wanted to go somewhere unexpected — away from the typical dispensary aesthetic and into something you'd actually want in your bathroom. Bold, fun, and unapologetically a cannabis brand.
Casual Friday
Build a Cannabis Brand. Make It a Bath Bomb Company.
01 — THE CHALLENGE
The Brief Was Simple. The Brand Wasn't.
Type
Branding · Cannabis
client
School Project
role
Brand Designer
Date
2026
02 — CONCEPT & IDEATION
Where Cannabis
Meets the Bathroom.
The starting point was a simple tension: cannabis brands are usually either clinical or chaotic. Casual Friday needed to live somewhere neither had been. The concept became a brand that feels like a good Friday — effortless, unbothered, and something to look forward to.
01 — Direction
Not a Dispensary. Not a Spa.
Most cannabis bath brands hedge between both worlds. Casual Friday commits to a third lane entirely — bold illustrated packaging, a strong character system, and copy that never takes itself too seriously.
02 — Visual Language
Flat Characters, Big Energy.
Inspired by cut-paper illustration and gestural figure drawing, the character system gives the brand a face without being cartoonish.
03 — Naming & Voice
Short. Punchy. No Fluff.
Every product name is two words. Every tagline is one line. The voice is direct without being cold, playful without leaning on stoner clichés. "Zest in peace." "Drop in. Zone out." That's the register.
03 — PACKAGING MOCKUPS
Every Tube
Is a Billboard.
