Social Highs

Overview:
Social Highs is one of the latest projects I worked on at my last place of employment. The brand was born from a strategy I proposed, which involved creating new in-house brands to target different segments of the market. Through research and analysis of market trends, I found that many leading companies in the cannabis industry were successfully using multiple brands to appeal to diverse audiences, even if the products were similar in nature.

The idea behind Social Highs was to create a distinct brand identity and packaging that would resonate with a particular segment of the cannabis market. This brand would coexist alongside other in-house brands, each designed to target different customer preferences.

My Role:
As the lead designer and strategist for this project, I was responsible for:

• Brand Development: Conceptualizing and creating the visual vibe for Social Highs. The goal was to give this brand a vibrant, youthful, and energetic image that would appeal to a younger audience.
• Product Design: I designed packaging a few key products under the Social Highs brand: vapes, gummies and wax. Each product was crafted with bold, colorful designs that would communicate the fun vibe of the brand.

Social Highs is one of three new brands launched as part of a broader strategy to segment the market. The other two brands—HeyBud and MellowMind—were also born out of this effort. By creating specialized brands, we were could better target specific customer groups and maintain a streamlined product line that matches the identity of each brand.