CBD Origins — Character Universe & Brand Experience

OVERVIEW

CBD Origins came to me in November 2025 with a straightforward brief: update the packaging for their six hemp cartridge flavors. What they had was technically flawed and visually generic — fruit flavors represented by stock fruit images and liquid splash graphics. Nothing that said anything about who they were.

The character universe wasn't in the brief. It was my proposal. I suggested building a cast of six original characters — one per flavor — with enough personality to interact with each other and carry a story. I presented the first character, AK-47, and they committed immediately. From there, the full Origins universe was born.

What started as a packaging update became a complete brand identity: six characters, six packaging designs, and months later, the full visual experience for their debut at Spannabis 2026 — one of Europe's largest cannabis trade fairs.

THE CHARACTERS

Each character is built around the personality of its strain — not just the flavor, but the culture and mythology around it. AK-47 is a Soviet-era soldier in a fur hat, all aggression and attitude. Amnesia is a hypnotist brain in a turban, spinning a pendulum. Lemon is a ninja in full combat mode. Blueberry is a street kid with a snapback, a chain and a baseball bat. Jack Herer — named after the legendary cannabis activist — is a scholarly owl in graduation robes and sneakers. Mango is the relaxed one: Hawaiian shirt, flip flops, not a care in the world.

Every character has its own color palette, typographic treatment and background environment — but they all belong to the same world.

SPANNABIS 2026

In February 2026, Origins commissioned the complete visual experience for their first appearance at Spannabis — Europe's leading cannabis trade fair. The brief covered every touchpoint of the stand: background banner, display cases, poster catalogue, hoodie, tote bag, two lighter designs, business cards and a set of ten collector stickers featuring the full cast of characters.

Every piece was designed as part of the same system — the characters that started on the packaging now lived across an entire brand environment.

DELIVERABLES

6 character designs · 6 packaging designs · Stand background banner · 2 display cases · Poster catalogue · Hoodie · Tote bag · 2 lighter designs · Business cards · 10 collector stickers