GHJ - Brand Launch (Die-Cuts)
This project required extremely precise measurements and the alignment of irregular shapes to create a custom die-cut package. In order to pull off the desired aesthetics, I had to translate with a production team in China.
Client: G High Joe
2022
Project Roles:
Graphic Designer
Digital Illustrator
Creative Direction
Production Lead
Marketing Lead
Analytics Manager
Product Strategist
Market Researcher
Deliverables
Mylar Packaging
Vector Artwork
Stock Images
Logos + Treatments
Marketing Materials
Project Overview: Giving a soldier a facelift
I developed the brand concept and visual identity for G High Joe with the guidance of their founder, Joe Brennan. Joe is a US veteran who founded his company with the purpose of giving back and supporting veterans in search of relief and wellness. I created logos, packaging, and supporting materials to launch and elevate his passion project into a retail brand. The success to follow would allow Joe's message to reach a wider audience and raise their profit margins… allowing the company to create jobs and give back to veterans and the charities that support them.
Problem Statement:
When Joe sought my services, he came to me with only his unique project name… G High Joe. Joe didn't know where to begin when it came to developing his brand, except that he wanted GHJ to be represented with designs that reflected his humorous nature and bold patriotism. It was my goal to develop a brand aesthetic that took a playful approach that sent the message that GHJ was a distinctly American company in support of veterans.
Goals and Objective:
Project Toolkit:
Analysis / Development:
Multi-Layer Designs
All packages were designed in a complex multi-layered printing process that includes foil, holographic, UV, and soft-touch coatings layered above CMYK and White base layers. The mixed use of multiple printing techniques can be used to achieve an increased contrast and depth between elements of the design, as well achieving a premium look and feel. G High Joe strongly relies on its packaging to make a strong initial impression; delivering the message that everything has been thoughtfully considered down to the last detail.
Plastic Base
White Base Ink
CMYK 4-Color
Matte Coating
UV Gloss Coating
Tap To Expand
Finding the Right Production Partner
For the initial order of G High Joe's zip-sealed, food-safe, die-cut mylar packaging, the GHJ team elected to outsource production to a cheap and mediocre manufacturer that failed to communicate or send production proofs before entering production. This failure in communication resulted in the packages having an unplanned and unwanted black outline. For our follow-up order, the production files were adjusted to embrace the black outline, and incorporate the bezel into the design by darkening the smoke clouds. However, even after these adjustments, we eventually switched production responsibilities to a local manufacturer with better communication, as well as machinery. After our final revision and switching to the new producer, these packages have been used for the distribution of thousands of GHJ's products since 2022.
"Blake was a crucial part in making the launch of GHJ into retailers a success. His imagination took my brand to the next level, I gave Blake a bit of direction and he ran with it"
Joe Brennan
Founder of GHJ
Challenges and Resolutions:
G High Joe's launch included 2 separate product lines, both featuring unique and detailed designs. Each line had 3 separate variations for Hybrid, Indica, and Sativa. These vector-based designs were created using Adobe Illustrator and were produced into die-cut mylar packages, as well as being used in supporting media. Custom shaped die-cut packages are often seen as a premium option in retail (die-cuts can enhance the illustrative or unique features of a design). When new retailers would begin to carry GHJ products, they would say the detailed packaging and GHJ's ability to draw an eye were a major factor in their decision to carry and sell the brand at their stores.
Results / Impact:
GHJ products were carried by more than 50 retail chains within 3 months of their launch. My design for GHJ's packages have been used to contain thousands of SKUs since 2022. From this product category alone, GHJ made a $3.2 million NET profit in a 24 month period. In addition to GHJ’s financial success, the brand also has gained loyal fan-bases among customers who appreciate charming branding, detailed illustrations, and a patriotic approach. GHJ has also been effective in building a community with the industry through sponsored events, collaborations, and developing promotions and campaigns with retail partners. Although the brand was successful within its targeted demographic, GHJ had a broader appeal to both the female and millennial markets than originally anticipated. The brand's wide appeal led to GHJ quickly growing beyond expected performance estimates, resulting in a rapid expansion in their staff and product lineup. This expansion also led to the creation of over 40 new jobs and roles within the company.