NEW YORK –
California-based cannabis cultivator and producer THC Design underwent a comprehensive redesign and is now poised for aggressive national expansion. The refresh, courtesy of NYC creative studio Super Okay, strategically positions THC Design as “The Great American Cannabis Company,” aiming to establish it as a nationally recognized brand within the competitive cannabis market.
THC Design, an employee-owned company established in 2016, sought to reinvigorate its brand identity as it transitioned from a regional California player to a multistate operator while developing a cohesive brand system to navigate diverse state regulations, educate consumers, and position them as a leader in the cannabis industry.
“Our goal was to transform THC Design from a well-established California brand to a national icon,” said Rob Hubbert, partner and managing director at Super Okay. “Using the THCD’s hard-won trust and unique position in the market, we sought to define what ‘good’ looks like for cannabis without any gimmicks and completely overhauled the brand identity using its core equities, turning it into a fully fledged brand system that boldly stands out on the shelf.”
The rebranding effort began with a refinement of THC Design’s molecule logo, accompanied by the introduction of a bold red logo system and a distinctive color palette anchored in the brand’s signature purple. The entire packaging suite was then redesigned with purple frosted glass jars and mylar bags for a cohesive, premium look. User-friendly jar tops and a universal box with an adaptive labeling system were introduced to accommodate varying state regulations. Additionally, humanistic lifestyle photography softened the brand’s scientific image and connected with a broad range of consumers by emphasizing the brand’s SoCal roots.
“Our brand refresh was an essential process of self-discovery for THC Design. Through our sessions, we refined our visual identity and our core narrative—honoring our legacy while defining the next chapter of who we are as a company,” said CEO Marlon Coburn. “The rebrand wasn’t just about aesthetics; it was about capturing the essence of our evolution. Superokay helped us translate our values, vision, and history into a look and feel that resonates with longtime fans and new consumers, ensuring that THC Design continues to grow with authenticity and purpose.”
The refreshed and updated packaging system has already significantly impacted THC Design’s expansion. Retailers are eager to stock the updated look, resulting in an increase in reorder rates, Coburn said. The refreshed look has also been crucial in supporting the brand’s initial expansion into Nevada, where it helped establish a strong launch presence, making the products stand out on shelves and driving growth.
The overhauled brand identity solidifies THC Design’s position as a leading cannabis company built for the long term. By focusing on consistency and consumer education, THC Design is now positioned to claim a spot as one of the major cannabis players on the market that’s built to last.
About THC Design
The employee-owned THC Design is one of the leading producers of premium quality indoor-grown cannabis. A true California legacy brand, THC Design transitioned to the legal medical market in 2016 and the Adult-Use recreational market in 2018.
About Super Okay
Super Okay is a creative studio using ideas and design to create brand worlds that drive business growth. By bridging the gap between in-house teams and traditional studios, we partner closely with brands to build the depth, clarity, and distinction needed to deliver impactful results.
