Mad Hatter - Brand Identity & Packaging Design
Conceptual Line of Cannabis-Infused Beverages

Mad Hatter is a conceptual line of cannabis-infused sodas, currently imagined to include four flavors: Classic Cola, Orange, Lemon Lime, and Grape Soda. In creating the brand identity, I focused on crafting a clean and versatile visual system that would allow the brand to seamlessly expand into other product categories, such as energy drinks and gummies.

The brand mascot and word mark are bold and flexible to span across the different products. Color and type choice conveys a fun, clean, and bold aesthetic. This approach allows the brand to stand out without leaning into the stereotypical "trippy" or overly "drug-induced" imagery often associated with cannabis products, appealing to a broader audience. The Madhatter mascot is depicted joyfully floating above mountain tops, embodying the uplifting and adventurous spirit of the brand while subtly alluding to the cannabis experience.

Art direction | Copywriting