Daydream
Daydream is a brand created to bring edible consumption closer to women between the ages of 21 and 35, breaking away from the clichés and stigmas often associated with weed culture. The goal was to present a brand that feels warm, approachable, and trustworthy—one that offers a high-quality product designed to relax you and make you feel good.
For this project, I designed the brand identity and developed the art direction. Since the gummies are made with organic ingredients and flavored with real fruit—where California weed meets the world’s best fruit—the visual identity leans into soft, fruit-inspired pastel tones paired with a cozy, friendly type system. The result invites you to slow down, take a breath, and carve out a moment for yourself.
Daydream was developed for a client in California who was looking to present the concept to potential investors and bring the brand to life. Beyond creating the brand identity, voice, and tone, I also designed a system of illustrations that served as the foundation for 3D modeling and animation, along with OOH concepts to show how the brand would show up in the real world.
Another key element of the brief was designing the product labels for the edible packaging. To achieve the most realistic presentation possible, I modeled the packaging in 3D and created detailed mockups for both brand and investor presentations.
The logo came together in an almost intuitive way. During early brainstorming, we explored how to express the feeling and spirit of the brand without ever mentioning weed directly. We wanted to be literal, but soft. Recognizable, but not obvious. And somewhere in that exploration, we realized the answer was always right there: the unmistakable smile of someone who is feeling just a little high.
Because the brand speaks to young women, that smile needed to feel gentle and warm. So we wove it into the typography itself, letting it live in the letters in a way that feels subtle and familiar. The symbol also works independently, functioning as a quiet signature that doesn’t need to explain itself.
One of the key challenges in shaping Daydream was how to suggest cannabis without placing it in the spotlight. Instead of relying on stereotypical visuals, we approached it through transformation: animations where fruit slowly becomes gummies, showing the origin, the natural ingredients, and the softness of the experience. It was about communicating a feeling, not a statement.
