California Rolls launched in 2016 and has quickly become an Oakland, California, consumer favorite. Created by legacy cannabis entrepreneurs, its mission is to offer craft, infused pre-rolls to like-minded connoisseurs.

After being approached to lead a brand refresh, I proposed and executed a complete redesign of the company’s visual identity. The goal was to modernize the brand’s look while ensuring it aligned with its evolving market and audience.

As part of the refresh, I developed a new logo that better represented the brand’s values and vision, bringing a more contemporary and distinctive aesthetic. The packaging was redesigned to reflect the new creative direction, ensuring consistency and appeal that would resonate with consumers. Additionally, I developed a detailed style guide that outlined the proper usage of all creative assets, including logo treatments, typography, and color schemes, ensuring consistency across all marketing materials and future brand applications.