Viejas Casino

For this new dispensary concept at Viejas Casino & Resort, I led the brand identity and retail experience design for a space positioned inside one of Southern California’s most established entertainment destinations. The challenge was clear: create a cannabis brand that could stand confidently within a luxury resort environment—elevated, intentional, and sophisticated—while remaining approachable to both seasoned consumers and first-time guests. I developed a visual system that balanced modern cannabis culture with resort-level polish. The identity leaned into refined typography, controlled color palettes, and clean architectural influence to align with Viejas’ upscale atmosphere. Every touchpoint—from logo system and packaging direction to in-store graphics and environmental branding—was built to feel cohesive and scalable.