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 high quality organic ingredients and no artificial additives. As Creative Director on this project, I led the end to end rebranding effort from packaging design to website UX and UI as well as merchandise and marketing collateral, guiding a small team.
Our goal was to elevate COAST’s visual identity and digital presence in preparation for the company’s multi state expansion, all while staying true to its wellness driven mission and loyal customer base.
THE CHALLENGE.
COAST was entering a period of rapid growth, expanding into new states while significantly increasing its product portfolio. The existing brand and digital experience were not built to scale at this pace.
Primary challenges included:
Creating a packaging system that could support rapid SKU expansion
Improving shelf impact in competitive, regulated retail environments
Designing a website that prioritized product discovery and conversion
Maintaining brand clarity and consistency across multiple markets
The brand needed to evolve from a strong regional presence into a scalable, multi-state platform without losing its wellness-forward identity.
RESULTS & IMPACT.
The refreshed brand, packaging, 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 product categories
Sustained revenue exceeding $1M per month
Strong competitive positioning within the edibles category
The system was designed not just to launch, but to scale, positioning COAST for continued growth and long-term brand equity.
DESIGNED TO FEEL GOOD.
I positioned COAST as a wellness-driven, approachable cannabis brand—focused on helping people feel good without intimidation or excess. The strategy emphasized quality, clarity, and enjoyment over technical language or category tropes.
Key initiatives included:
Defining a brand rooted in wellness, craftsmanship, and ingredient integrity
Leading with effects, flavor, and outcomes rather than potency or jargon
Establishing a friendly, human tone reflective of a family-owned business
Creating a scalable visual system designed for real-world retail and multi-state growth
BUILT FOR THE SHELF, & SCALE.
The packaging redesign focused on clarity, shelf presence, and long-term scalability.
Key design principles included:
Clear visual hierarchy to showcase effects, flavor, and dosage at a glance
Color-coded systems to differentiate SKUs and simplify purchase decisions
Standardized layouts that support rapid product line expansion
Flexible layouts designed to accommodate state-by-state compliance
The result is a packaging system that performs at retail while remaining adaptable as the brand continues to grow.
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.
