Brand studio Super Okay has announced the completion of a comprehensive rebranding initiative for THC Design, a California-born cannabis company poised for national expansion. The project reimagines THC Design as “The Great American Cannabis Company,” positioning it as an iconic brand in the vein of established American stalwarts like Levi’s and Nike.

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 multi-state operator. Super Okay was tasked with 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 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. Dia Type Extended Bold was selected for its approachable feel, giving the typography a confident voice when it visually shows up in the world. 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.

A bento box system was developed to communicate flavor profiles and terpene information, addressing both regulatory requirements and consumer education needs. Super Okay also incorporated motion design and animation to spur engagement and understanding. At the same time, human-centered lifestyle photography softened the brand’s scientific image and connected with a broad range of consumers by emphasizing the brand’s SoCal roots.

“We needed to create a brand that not only stood out on dispensary shelves but also resonated with consumers on a deeper level,” said Anthony Cappetta, Partner and Creative Director at Super Okay. “The bento box system, in particular, allows for flexible storytelling and educational content, deepening the brand story and enriching the consumer experience. Ultimately, it leads to richer storytelling within the brand.”

“Working with Superokay on 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 THC Design 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 refresh and updated packaging system have already significantly impacted THC Design’s expansion. Retailers are eager to stock the updated look, resulting in an increase in reorder rates. 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 its 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 poised to rightfully claim its spot as one of the major cannabis players on the market that’s built to last.