Good Tide began with a name, a logo, and a set of fruit illustrations. From there, the task was to build an entire brand for a new line of cannabis gummies—within the constraints of packaging that had yet to be developed. The product would be sold in a fully compostable tube and positioned as a premium offering in the emerging solventless rosin category, available in tropical flavors. The challenge was to create a brand that felt distinct from Wyld while still benefiting from its equity and consumer recognition.

I led a brand strategy workshop with internal stakeholders to define Good Tide’s personality, positioning, and tone of voice. The goal was to capture the fun and ease of a “full spectrum” cannabis experience while communicating the brand’s use of all-natural, real-fruit ingredients. Inspired by the vibrant colors of Havana, the lush textures of tropical rainforests, and the relaxed energy of a beach vacation, the creative direction combined bold, expressive visuals with a laid-back sophistication. The result was a brand system that stood on its own while remaining connected to Wyld’s reputation for quality and consistency.