Brand:
Cali Bayked
Project type:
Brand identity · Packaging
Role:
Brand design · Art direction · Packaging direction · Project management
Scope:
Logo · Identity · Packaging · Brand guidelines · Applications
Year:
2022
THE PROJECT
Cali Bayked is a Black-owned, woman-led cannabis brand from the San Francisco Bay Area, created for women who see cannabis as part of a lifestyle ritual.
The founders wanted something warmer, more feminine, and more elevated . Cali Bayked was envisioned as a brand that felt closer to beauty and lifestyle than the expected green-leaf packaging we’ve all seen a few too many times.
INTRO
Cali Bayked came to me with a clear feeling: cannabis, but not the usual cannabis brand. No random green leaf. No overly masculine stoner energy. The founders wanted something warmer, more feminine, more premium. They wanted to be a brand for women who appreciate beautiful things and wanted cannabis to feel like part of a lifestyle ritual, not something hidden in the back of a drawer. The direction moved closer to beauty and luxury lifestyle than traditional cannabis branding.
WHAT I MADE
I led the project from creative strategy to visual direction, bringing in a freelance designer to support the rollout and production of the brand assets.
My role was to define the concept, shape the art direction, guide the identity system, direct the designer through execution, and make sure every touchpoint felt aligned with the founders’ vision.
The work included custom logo design, color, typography, packaging concepts, brand applications, and guidelines the founders could use as the brand grew.
Packaging was a big part of the project. Cali Bayked needed to feel good before the product was even opened: tactile, almost like a piece of art.
CREATIVE DIRECTION
The visual world was built around old-money glamour with an edgy touch.
I used rich sunset tones, elegant typography, subtle premium details, and packaging layouts that felt closer to beauty and fragrance than the expected cannabis category.
The goal was not to make the brand feel overly delicate. It needed polish, but also confidence. Feminine, but not fragile.
MAKING IT WORK
Once the direction was clear, the focus was making the brand feel consistent across products, packaging, and launch touchpoints.
I led the creative direction and brought in a freelance designer to support the rollout. My role was to keep the work aligned: reviewing visual routes, refining the packaging direction, guiding application design, and making sure every piece still felt like Cali Bayked.
The system had to be flexible enough for different cannabis products, but specific enough to feel ownable. Logo, color, typography, packaging layouts, product details, and brand applications all needed to feel like part of the same world. Not just pretty mockups, but a brand the founders could actually build from.
CLIENT LOVE
“We couldn’t imagine anyone else being able to pull this off. Bruna brought care, dedication, and real ownership to our brand.” — Sydney & Raina, founders of Cali Bayked
THE IMPACT
Creative direction led end-to-end
From brand strategy and concept to art direction, packaging direction, and final rollout.
Freelance designer directed through rollout
I brought in and guided a designer to support asset production while keeping the brand direction consistent.
Complete identity system delivered
Logo, color, typography, applications, and a visual foundation for launch.
Founder vision translated visually
Turning a warm, feminine, premium cannabis idea into a brand world they could actually build from.
