The condom aisle is an overwhelming and deeply cringe place.
A dizzying array of brands and features: ribbed, flavoured, fire + ice, magnum, lubed, glow-in-the-dark... All while carcinogenic
ingredients and toxic masculinity persist in perpetuating stigma, shame, misinformation and dis-ease around sex + sexuality.
                I saw Jems as a condom brand which would embody and reflect the evolving multiplicity of sex and gender expressions of its audience. Geared towards Gen-Z in manner that isn’t merely trendy or pandering but (s)expansive, sensitive, curious and creative. This playful + educational approach builds intimacy and trust bc autonomy & communication are sexiiiii.

Throughout the Jems visual identity there is a feeling of humour + awareness, empathy + intelligence which is the cultivated essence of the brand. I pushed the experimentation of the type + aesthetic to meet the evolving tastes + awareness of the audience, all while remaining true to the core ideological sensibilities of the brand.
           Additionally, Jems is founded on the kind of sex-ed that I would have appreciated in high school (+ beyond). One that accesses deeper forms of realness, intimacy + humour to subvert shame and stigma. Through clarity, knowledge and openness we can access a more empowered state. There is a through-line between the logo, photography, colour palette, typography, illustrations and visual + verbal language which embraces the ushy gushy realness of sex. The visuals + ethos have a sensorial, evocative and tactile quality to draw people into the Jems world.

Vulnerable, playful, awkward, sweet & sincere – sex how I wanted to see it.

Yearsss before legalization, I saw a raw opportunity in Tokyo Smoke. To not only create a brand, but to influence and shape an industry at large. Cannabis has a deep history of fear-based stereotypes which have fuelled intense psychological and physical risk for many. But in these deeply entrenched stigmas I saw great creative possibilities and potentials that intrigued me.

At the genesis of the Tokyo Smoke brand, there was no precedent for cannabis branding, and to enjoy cannabis was to be labelled a stoner. However, in my experience and observations it was not an identity - but rather - a ritual and experience. I also saw that things like alcohol + pharmaceuticals, took you more outside of yourself – encouraging numbing and disassociation – while weed often made me more introspective, creative + aware. 

            In the creation of the Tokyo Smoke brand, I saw worlds unfolding that spoke to a holistic approach to the entirety of the experience. New visual languages and understandings around set + setting. Showing the spectrum of the experience and softening people’s relationship with the plant. Thoughtfully infusing education and creativity into the Tokyo Smoke brand DNA – in the design of the cafés, stores, tools, products, campaigns, experiential, digital experiences, print collateral and more. Education also felt like a critical pillar on which to build the brand in order to resource and empower people to make the best choices for their experiences and bodies. Then through multi-sensorial experiences and high design, create a vibey experience of intentionality. A portal.

For every other cannabis brand, the approach to visualizing terpenes is the same. Antiqued 1800s-esque botanical drawings and a written description of the terpene properties. Terpenes are the naturally occurring chemical compounds found in plants and they’re responsible for the aromas, flavours, and even colors associated with various types of vegetation. In terms of cannabis, terpenes are what make certain strains smell or taste different from others and they can work in synergy with cannabinoids and cannabis plant compounds to produce enhance the psychoactive effects. As such, these visuals incite a visceral reaction to indicate the smells, flavours, textures and experience that each profile elicits. Immersing the viewer in a multi-sensorial world.

Each terpene world draws out a synesthesic response. Abstract landscapes with integrated representational elements speak to the spectrum of experiences you can have with terpenes and cannabis varietals.
               Ethereal lavender and mint bushes flow through the valleys of a chill + placid lake (the purple-toned video above) illustrating the calming, balancing and inflammation-reducing effects of Linalool.  
               The refreshing, vital and bronchodilating nature of Pinene (shown below) is seen in the undulating hills. 
          The pain and stress relief that comes from Myrcene (also commonly found in thyme and lemongrass) induces a cozy and lush feeling.
               You can feel the citrusy-freshness, invigorating and mood-boosting properties of Limonene. 
               Caryophyllene boosts CBD effects and brings about pain and anxiety relief with a relieving and comforting quality.

Creating the Tokyo Smoke campaigns was a FEAT amidst  the intense Federal legal regulations in cannabis marketing and advertising. There was so much that you couldn’t say, do or show. You couldn’t show people consuming, couldn’t speak to the benefits of cannabis, couldn’t show animals, nothing could appear too “lifestyle” or “glam” (which was largely open to interpretation) – it was a very complex rubiks cube. Having seemingly insurmountable limitations became the ultimate creative challenge.

Having so many rigid limitations just meant I wanted to be as cheeky as possible. And if there was so much we couldn’t make claims to or say explicitly, I spoke to the experience of consuming cannabis. World-building to illustrate the spectrum of experience one could have. That it wasn’t purely about getting ripped or zooted. It could be elegant + light like the Heirloom Stack pipe. It could be contemplative + introspective like the burn kit. Or playful + creative like the Calla Roll tool. Anthropomorphizing products in this way opened up the capacity to demystify cannabis + help people see it differently. 

Born in a small kitchen, Ensembl is inspired by a big idea: The things we own should serve us well. They should fit into our lives and enhance our experiences. With its debut collection of high-performance highly-stackable kitchenware, Ensembl has set the tone for its future, reimagining familiar products for modern life.

For the visual identity and photo direction I saw Ensembl as truly distinctive from their traditional, stodgey and elitist cookware competitiors. This is cookware for the true at-home chef. One who enjoys the creativity of the process, who loves gathering + entertaining. One who embraces the beauty, messiness and joy of cooking. As such, we see the cookware mixed in with elements of everyday life - ingredients, housekeys, children’s toys, smears of oil + sauce, etc.
                There is a visceral quality - with food textures and shapes - their visual tactility communicated through the imagery. This is food deconstructed, reassembled + rethought. Presenting food + recipes anew – further illustrating that Ensembl has rethought + innovated cookware, cooking and our relationship to food.
                As Ensembl evolves, it will continue to build a reputation for original, imaginative and enduring design, and a unique capacity to improve everyday life.