Coast

From local challenger to category leader.

Role:
Creative Director,
Lead Designer & Strategist

Markets:
Massachusetts, New Jersey, Maryland,
Connecticut & Rhode Island

Industry:
CPG

COAST is New England’s premier edibles brand, crafting gummies and chocolates with organic ingredients and no artificial additives. As Creative Director, I led the end-to-end rebranding, from packaging and website UX/UI to merchandise and collateral, guiding a small team.

Our goal was to elevate COAST’s visual identity and digital presence for multi-state expansion while staying true to its wellness-driven mission and loyal customer base.

THE CHALLENGE.

COAST faced rapid multi-state growth, but its brand and digital presence needed to scale.

Primary challenges included:

  • Designing a packaging system for rapid SKU expansion

  • Improving shelf impact in competitive retail environments

  • Optimizing the website for product discovery and conversion

  • Maintaining consistency across multiple markets

RESULTS & IMPACT.

The refreshed brand and digital experience supported COAST’s transition into a scalable, high-performing multi-state brand.

Key outcomes included:

  • Expansion into 5 states

  • Growth to 64 SKUs across multiple categories

  • Sustained revenue exceeding $1M per month

  • Strong competitive positioning in the edibles category

DESIGNED TO FEEL GOOD.

I positioned COAST as an approachable, wellness-driven cannabis brand focused on quality, clarity, and enjoyment over category tropes.

Key initiatives included:

  • Rooting the brand in craftsmanship and ingredient integrity

  • Leading with effects, flavor, and outcomes over potency

  • Establishing a warm, human tone reflecting a family-owned business

  • Creating a scalable visual system for multi-state retail growth

BUILT FOR THE SHELF, & SCALE.

The packaging redesign focused on clarity, shelf presence, and scalability.

Key design principles included:

  • Clear visual hierarchy for effects, flavor, and dosage

  • Color-coded systems to simplify purchase decisions

  • Standardized layouts supporting rapid SKU expansion

  • Flexible structures built for state-by-state compliance

FROM SCREEN TO STORE.

The website was designed as an immersive, shopping-forward experience built to drive online discovery and in-store conversion.

Key priorities included:

  • Product-first navigation optimized for browsing and comparison

  • State-aware product visibility for a multi-market brand

  • Integrated store locator to support online-to-offline sales

  • Educational content to build trust and reduce friction for new consumers

The platform now functions as both a brand storytelling tool and a conversion-focused sales driver.

OUT IN THE WILD.

To extend the brand beyond packaging and digital, we developed a cohesive suite of marketing and lifestyle assets.

Key initiatives included:

  • Branded merchandise designed for retail, events, and community engagement

  • In-store collateral to support budtender education and product storytelling

  • Event and trade show assets to increase visibility in new markets

  • Consistent visual language across all physical touchpoints

These assets helped reinforce brand recognition while supporting both consumer engagement and retail partnerships.

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