05/08/2026
What started as a packaging update ended up becoming something much bigger.
Six products. Six personalities. One connected visual universe.
The original packaging communicated the product, but it lacked the personality needed to make the range distinctive and memorable.
AK-47 became the first step in the new direction: moving away from literal product imagery and turning each strain into a character with its own attitude.
The characters were not created simply to decorate the packaging. They were designed to become the foundation of a broader visual system.
Consistency does not mean repeating the same formula six times. Each character needed a different personality while still belonging to the same world.
Names, references, expressions, clothing and poses were used to transform every strain into a recognisable visual identity.
Together, the six characters became a flexible cast capable of moving far beyond the original packaging brief.
New poses and visual jokes gave the characters a second life outside the boxes.
The stickers became reusable assets for promotions, social content and physical brand materials, while expanding each character’s personality.
When the visual system is strong enough, merchandise does not feel like an afterthought. It feels like a natural extension of the brand.
The same characters could be rearranged into completely new compositions without losing recognition or consistency.
Even at a much smaller scale, the characters remained distinctive. A useful test for any character-driven identity.
The visual universe was then expanded into the brand’s physical presence, including its exhibition stand for Spannabis.
The catalogue cover brought the full cast together as a single visual statement.
Inside, packaging, product information and illustration were organised within the same coherent brand language.
What began as a packaging redesign became a scalable illustrated universe across products, communication, merchandise and physical spaces.
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