Prior to acquisition, Mellow was positioned as a medical marijuana delivery service. New ownership sought expansion by providing high-quality products at volume.

I updated the brand on spec, focusing on connecting with a broader recreational audience.

Retaining the bones of the original mark, we built the foundation of the identity on its namesake – there couldn’t be a better association for a stony brand than mellow.

By leaning into a cool aesthetic, smoothing the visuals, and using slick and soft textures, we crafted a solid brand to stand out within an increasingly saturated and highly competitive market.

The logo was updated by opening up the kerning and rounding out the lines. I employed the traditionally associated colors of sativa and indica, purple and green, as strain indicators.

I created “Mel” — the Mellow Mascot — to give the brand a voice (Mel tells it like it is — straightforward and comedic).

In addition, I introduced the Mellow Meter to communicate status, strain, and potency — ‘how toasted are you?’