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herbert works concept

In September, Herbert Works was accepted to develop THC-infused beverages in Canada. When I saw the news, I was ecstatic and wanted to be a part of designing a concept that could potentially work for their company — as well as an idea that would work for an entire package line. My goal for this package design wasn’t to change the companies brand – but to build something new and exciting!

This design is fictional and for educational purposes only.

Herbert Works already began branding themselves with a clean look and feel. So I wanted to expand on this aspect and keep my design clean, but also sustainable! That’s when it hit me – the cans had to be clean, matte-finished cans. Where the flavours are inspired by beautiful sceneries.

image of mockup
image of mockup
image of mockup

I needed to come up with an idea that could be used consistently for each beverage. So that's when Herbert — the yeti came into play. Herbert was going to become a mascot of sorts – where we could redesign him with different outfits for every different can flavouring.

Messina Sans Pro is the real typeface for Herbert Works and since I didn’t own this font, I went with something that was super similar to keep the design as close to their brand identity as possible. I paired the typeface with a rounded font that would give it that clean geometric and soft minimalist feeling.

image of mockup
image of mockup
image of mockup

I kept thinking about who my demographic would be whenever I went on tweaking my concept. I knew that the consumers will be a mix of young professionals, millennials, and a bit of an older demographic. These people have been at the helm of major shifts in economic and political standpoints recently – so I had to make sure that whatever I designed it had to be calm, cool, and collected. I didn't want to rock any boats here. I wanted the design to be relatable for everyone – as well as something extremely environmentally friendly. That means the product will be constructed out of 100% aluminum and printed only with vegetable or soy-based inks. This will give consumers peace of mind by keeping a good carbon footprint!

image of mockup
image of mockup

I struggled with the design because I felt that the product should resemble the feeling that a user would have when experiencing the therapeutic effects of the product – as well as euphoria and relaxation. But I often kept going back to the thought that it was too inviting to a younger audience. But at the end of the day, I realized that these products wouldn’t be sold in stores and might only be purchased online like other cannabis products – and that gave me peace of mind with this creative concept.