Garcia HandPicked

The original brand identity and packaging system were already in place. This work built on Garcia’s familiar colors, lettering, portraiture, and musical references, adapting them for new markets and formats. The aim was to preserve that recognizable character while addressing practical production, information, and retail needs.

Pre-roll tubes and flower jars were adapted for the California launch. The work refined dielines, information hierarchy, SKU distinctions, and state-specific labeling content, carrying the existing identity into packaging designed around the market’s production and retail needs.

The launch key art paired Jerry Garcia’s portrait and the brand’s established visual language with a San Francisco setting. A retail merchandising concept explored how that campaign could extend into a shared in-store environment with Solful.

Event-specific packaging and key art were created for an exclusive Garcia HandPicked event at Thrive Dispensary. The concept reimagined the Las Vegas skyline with the Sphere in the brand’s signature marbling, then carried that setting across pre-roll packaging and lounge graphics.

“Magic Is What We Do” combines expressive lettering, roses, botanical forms, and the Garcia handprint. Drawn studies developed into finished artwork and motion, then extended into apparel and retail graphics. The process and finished illustration sit alongside the applications below.

Three-dimensional concepts explored product capacity, scale, sightlines, lighting, and brand hierarchy. Shelf variations tested different forms, while a wider Holistic retail wall placed Garcia within a multi-brand environment. These renders show the design exploration before production.

Packaging, campaigns, illustration, and retail concepts extend the brand through different materials and scales. The work demonstrates how an established identity can stay recognizable while adapting to the needs of a new market, a specific event, or a physical space.