Leading a diverse team of designers and strategists, Carl shepherded the creation of the IVXX brand through the entire process. From positioning, tag-line and identity development through packaging, website, apparel and off-pack materials, the IVXX branding system takes cannabis to an entirely new level of bold sophistication.
Employing a system of lush gradients to denote various strains, the packaging for IVXX reaches across flowers, shatter, pre-roll and beyond. Two custom patterns work in unison with the square motif to create a cohesive system and build the mystique of this powerful lifestyle brand.
Created at Anthem
Role: Creative Director
