chongwater

For this hemp-infused water brand, I led the creative direction and visual identity development from concept to launch. Promoted by Tommy Chong, the product was often positioned as the go-to cure for cotton mouth—so the brand needed to feel refreshing, credible, and culturally aligned without leaning into cliché cannabis tropes. I built a clean, hydration-forward identity that balanced modern wellness aesthetics with subtle counterculture influence. The visual system focused on clarity and simplicity—crisp typography, fluid design elements, and a restrained color palette that communicated purity and function first, culture second. The challenge was creating something that felt authentic to Chong’s legacy while appealing to a broader lifestyle audience. The result is a brand that feels effortless, elevated, and scalable across packaging, digital, and retail environments.