Positioned as ‘Great American Cannabis Company’
Brand studio Super Okay has completed a comprehensive rebrand for THC Design, a California-born cannabis company preparing to expand nationally. The project reimagines THC Design as “The Great American Cannabis Company,” positioning it in the spirit 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 an industry leader.
“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 signature purple. Dia Type Extended Bold was selected for its approachable feel and packaging 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.”
Comments client CEO Marlon Coburn: “The rebrand wasn’t just about aesthetics; it was about capturing the essence of our evolution. Super Okay 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 overhauled brand identity is intended to impress retailers, support the brand’s expansion, and position THC as a company built for the long term.
