California Sunshine is a Cannabis Infused Beer brand brewed in the heart of Los Angeles. With it’s groovy retro Disco vibes, California Sunshine takes the customer back in time to experience the good old summer days of California.

The brand’s target audience are both male and female with age between 18 and 35. But, since the concept of the Brand has it’s roots with 70’s influence the brand is also expecting to have customers who were born around that time. That’s the strongest part of the concept; it’s fun and attractive for the current generation, but it also has a touch of nostalgia for previous generations.

For the Brand Identity I was asked to develop a concept that reflects the Brand’s name and feeling. Besides that, a Style Guide, three Label designs, merchandise and packaging was requested. It needed to be clear that this beer is not brewed with Alcohol, but infused with Cannabis THC (hence the name THCeer). Making this one of the first products in its category to approach the market in this way.

I started out with designing a custom Logotype that has influences from vintage lettering. Together with matching icons, fonts, colors and tone of voice I had the right base to start designing the packaging. For the packaging (the Key Visuals) I suggested using California inspired topics like a Volkswagen Van, Disco elements and a flower / peace look and feel. This emphasizes the brand’s name and gives the customers that California beach feel anywhere in the world. As always, I did so by presenting sketches first before moving into the final Illustrations. That way the customer always knows what to expect and into which direction the designs are going.

The highlights of this concept are for me personally that everything comes together and fits. From the name to the colors to the packaging, it’s a complete product. It will stand out on the shelves because of it’s bright colors, it’s fun and has that summer feeling to it. All elements that the client wanted the brand to have.