GHJ - 2025 Refresh
This 2025 refresh allowed me to revisit and adjust a brand that was already proven to be successful. This update allowed the brand to reach new heights and increase their exposure to new customers and demographics.
Client: G High Joe
2025
Project Roles:
Graphic Designer
Digital Illustrator
Creative Direction
Production Lead
Marketing Manager
Product Strategist
Market Researcher
Deliverables
Mylar Packaging
Vector Artwork
Rasterized Art
Stock Images
Logos + Treatments
Marketing Materials
Project Overview: Giving a soldier a facelift
I created and developed the artwork, packaging, strategy, and supporting media for G High Joe's 2025 refresh. After 2 years, GHJ was consistently exploring ways to expand the scope and growth of their business. GHJ had strong brand awareness within Michigan's cannabis industry and consumers and retailers were proud to be loyal to a brand with a strong message. Based on supporting data provided by various sales analytics, public events, and other contributing factors, a decision was made to broaden the brand’s approach. For the future, GHJ desired a more playful and adventurous “everyday man” aesthetic, starying from their previous macho military approach. Popular SKUs were selected to have original artwork and packaging designed to represent each variety. The designs are meant to invoke nostalgic and patriotic themes through a variety of styles that include realistic and cartoony imagery.
Problem Statement:
GHJ's lineup of products appealed to a wider range of demographics than expected. GHJ's inception was based in targeting the 35-50 male demographic, yet the brand developed large followings from female and millennial audiences as well. The team at GHJ and I worked together to adjust the brand's approach to be more inviting to a widened audience, while retaining patriotic and military themes. New imagery, advertisements, packaging files, and other supportive assets would need to be developed for the representation of GHJ's new identity and goals.
Goals and Objective:
Project Toolkit:
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 it's 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
"Blake was able to take my original vision and adjust it to be a brand that anyone can love! G High Joe isn't just for Veterans, now it's for everybody!"
Joe Brennan
Founder of GHJ
Challenges and Resolutions:
During this aesthetic shift for the brand, it was important to retain some of the characteristics of the older GHJ packaging, while also embracing a more broad approach. GHJ was found to be popular among many demographics outside of its original 35-50 Male target audience. By adding more bright colors and by varying the aesthetic of the designs per SKU, it would inform us on how to continue leading the brand into the future. While the original GHJ flower packages used only vector artwork, this project used vector and rasterized artwork that employed different techniques and themes. Due to the success of products such as The GHJ RATION Tin and GHJ Concentrate (Folding Box), some designs were given a realistic aesthetic, as opposed to a more cartoony one.
Results / Impact:
Within only one business week of updating stock images, social media kits, and sales menus for GHJ Distributors, GHJ orders increased by nearly $85,000; as well as a 72% increase in total flower sales. Retail partners for GHJ products were excited to have non-generic packaging and were very supportive of our efforts to broaden our approach while maintaining the core values that made GHJ stand out from the beginning. GHJ has also had an increase in the interest shown in its pre-packaged flower product than before from several distribution partners since these changes were implemented.