Mechayeh — Vermont cannabis brand
Brand identity · Packaging system · Website design & build · Copywriting
2024–present
The Challenge
Building a brand from nothing.
Mechayeh came to me with no brand at all — no logo, no packaging, no visual identity. Just a mission: small-farm flower, community, and making cannabis feel approachable and intentional.
Cannabis shelves are loud — everything is neon, everything shouts. But Mechayeh is calm and grounded, so shouting back wasn't an option. I made a bet: that genuinely clean, simple design would cut through precisely because everything around it was busy.
The System
One layout. Twenty-plus colorways.
Mechayeh sells variety packs, so the strains and farmers behind them are always rotating. Instead of fighting that, I built it into the packaging.
Every box uses the same layout — same structure, same logo, same feel — but the color changes every few months. The consistency makes the brand instantly recognizable; the rotating color makes each release feel new. There are now over 20 boxes, each a different color, and customers treat them like collectibles.
#EADDCB Bone
#212020 Ink
Stretching the System
A second product.
When Mechayeh added a lower-priced product — Chai Packs, 18 joints in a jar instead of a box — the identity had to flex to a completely different format and price point without losing the brand. Same visual language, new form: the jar reads as unmistakably Mechayeh on the shelf while signaling it's the more accessible option. A system is only as good as its ability to stretch. This is where it did.
The Brand in the World
Beyond the shelf.
The identity had to hold everywhere, not just on a shelf. I designed and built Mechayeh's website so the brand reads the same on screen as it does in hand — and I write the product copy that goes with it, including the Variety Pack, where the voice carries as much weight as the visuals. The system extends into merch people actually wear, and into Mechayeh Moments, the brand's newsletter, which keeps that same voice in the inbox.
The Result
Since launch, Mechayeh has grown into 28 Vermont dispensaries, with a growing roster of small-farm partners behind each pack. The design didn't just look good on a shelf — it gave the brand a reason to keep showing up on more of them.
Scope: Brand identity · Packaging (20+ SKUs) · Website · Copywriting · Merch · Email
Building something small-batch and want it to hold up on a shelf?
I take on a handful of brand projects a year.