Client
Maui Labs
Maui Labs approached us with a bold vision: create a brand that fuses tropical energy with edgy personality across an extensive product line of vapes, gummies, tinctures, and edibles. Every element needed to pop on shelf, on screen, and across social media. The result? A vibrant, unforgettable identity with serious shelf power.
I led the full creative execution from concept through launch, including product packaging, brand development, photo direction, and digital experience.
Project Type
Brand Identity, Packaging Design, Photography, Website UX
Role
Senior Designer & Creative Lead
I led the full creative vision for Maui Labs, overseeing everything from brand identity and packaging to lifestyle photography and digital experience. My role included designing all product packaging across a wide variety of SKUs and flavor profiles, developing the Maui Labs logo and brand visuals, directing and editing photoshoots, and designing the full eCommerce experience at mauilabsd8.com. I also handled creative strategy, art direction, and rollout execution across digital and retail environments.
Overview
Maui Labs approached me with the goal of creating a standout cannabis and hemp brand that would feel bold, fun, and visually different from anything else on the shelf. With a fast-growing product lineup including vapes, gummies, tinctures, and cereal bars, the challenge was to give each product family its own personality while still maintaining a consistent brand voice. The brand needed to be vibrant, youthful, and compliant—something that would resonate with a Gen Z and millennial audience while also working well across digital, packaging, and retail displays.
Creative Approach
The foundation of the brand was built on a visual identity that combined tropical nostalgia with high-energy color and playful attitude. I created the Maui Labs logo as a blend of a pineapple and cannabis leaf—something instantly memorable and unmistakably theirs. Each product line was treated as its own visual world. Face Melters leaned into neon gradients and surreal drippy characters. Gummies featured bold geometric patterns and punchy colors. Cereal bars took cues from nostalgic breakfast branding with a modern twist. I directed the photography to match—designing shoots that were fun, flavor-forward, and full of movement. We captured everything from close-up product details to lifestyle moments that could be used across social, web, and packaging. The website was designed to carry all of that energy into a digital storefront. I focused the UX around education and conversion, building a layout that felt dynamic, scrollable, and bold without overwhelming the user.
Results
Together, we created a cohesive system that allowed Maui Labs to grow fast without losing brand clarity. Over 40 products were launched under the system, each with distinct packaging and supporting content. The photo library I developed became the foundation for the brand’s digital and social presence. The website gave them a flexible, scalable home for eCommerce and wholesale. And the overall identity helped Maui Labs break through a saturated space with a brand that felt genuinely different, memorable, and fun.
