Jointman - Mylar Packaging
This project features expressive and inspired parody artwork along with bold and in-your-face branding. The food-grade mylar packaging features complex printing layers with custom shaped view-windows in addition to UV and soft-touch matte treatments.
Client: Teleology
2023
Project Roles:
Graphic Designer
Digital Illustrator
Creative Direction
Brand Strategist
Marketing Manager
Market Researcher
Analytics Manager
Production Lead
Deliverables
Mylar Packaging
Vector Artwork
Rasterized Art
Custom Tips
Stock Images
Marketing Materials
Advertisements
Logos + Treatments
Merchandise
Project Overview: A parody that's full of life!
I took a lead role in developing Jointman's visual identity and packaging for Teleology brands. The basis for the Jointman brand, explained to me by their CEO, was to create a sort of parody product from another universe. My interpretation of this goal was inspired by the products that one might find in the background of television shows such as the Simpsons, or that channels the spirit of MAD Magazine. The packaging designs feature exaggerated and reimagined elements of urban culture and sneaker-head nostalgia while creating a humorous and distinctive identity that feels both referential and original. By leaning into humor and parody, it pokes at Jordan's design-cues while clearly distinguishing itself with a playful approach in a non-related product category. This project has become Telelogy's most successful product-line since their initial launch.
Problem Statement:
Teleology was entering the oversaturated Detroit cannabis market with a brand concept that could resonate with a variety of consumers on multiple levels. Their brand would be making their debut in the fastest-growing and most competitive category in the cannabis industry. Due to this highly competitive nature, Teleology desperately needed to develop a brand that stuck out, while achieving a sense of familiarity. Teleology needed their base-concept for Jointman to be expanded into a full product-line, as well as helping to further the identity and potential behind the brand.
Goals and Objective:
Project Toolkit:
Execution:
The Jordan Logo… is based on a photo?
In preparation for the 1984 Olympic Games, Michael Jordan was included in a photoshoot for LIFE Magazine. In that photograph, before his globe-shifting Nike deal, Michael Jordan was directed by the photographer, Co Rentmeester, to jump like a ballet dancer, creating his iconic “jumpman” pose. There is just one catch to this fairytale story…. Michael was wearing New Balance basketball shoes, Jordan footwear didn't even exist.
After the image hit newsstands, Nike paid the original photographer $150 for two transparencies of the photo. Nike then proceeded to nearly replicate the photograph into the image that would be used as the Jordan brand's logo for over 40 years. The logo in question showcased a man jumping in a strikingly similar position as the photographs supplied to Nike. Despite this obvious influence, the original photographer's right to the image use was discredited in court. However, Nike did agree to pay him a measly settlement of $15,000. The Jordan brand, the logo, and related assets are valued at over $7 billion dollars as of the year 2026.
Multi-Layer Designs
This project required the precise alignment of several layers to achieve a satisfactory and expected end-result. Treatments and production processes can vary vastly from manufacturer to manufacturer.
Due to the complex and untypical shapes used for the view windows, some producers struggled to produce the bags without material complications. These issues were resolved by switching to a manufacturer with tight quality control and superior equipment. This design featured a white base along with UV and Matte Coatings that drastically changed the package's aesthetic.
Switching producers can result in varied and subtle differences from batch to batch. It is always important when switching producers to communicate to adjust and adhere to manufacturer's specifications.
Plastic Base
White Base Ink
CMYK 4-Color
Matte Coating
UV Gloss Coating
Tap To Expand
"Blake's attention to detail and creativity make a huge difference, and he truly understood our vision from the start. Communication was smooth throughout the process… open to feedback and adjustments."
Kevin Khami
CFO of Teleology
Challenges and Resolutions:
Due to the irregular shapes used for the view windows, we found that various producers struggled to produce the bags without material complications or misaligned layers. These issues were resolved by switching to a manufacturer with tight quality control and superior equipment, furthering the importance of considering your production partner’s capabilities when designing a product.
In addition to varying capabilities and practices, switching producers can result in varied pigmentation, bleed margins, print quality, and other subtle differences from batch to batch. It is always important when switching producers to communicate and ensure that files are adjusted to adhere to the manufacturer's specifications.
Results / Impact:
Jointman quickly rose to having a large presence amongst many retailers across Michigan, with a focused success within the Detroit area. Six months after their initial launch, Jointman was carried by over 60 total retail chains. Jointman is also commited to a contract with House of Dank (H.O.D), one of Michigan's most profitable cannabis franchises. This contract was negotiated for Jointman to fulfill H.O.D's demand for 150,000 units minimum, each business quarter. Jointman currently struggles to meet the increasing demand for their product distribution channels. The brand has proven its ability to attract customers due to its bold designs, affordable price, and large supply. For the price-point Jointman finds itself in, the care shown to packaging and branding align them to a higher standard and quality than a majority of competitor products.