kynd edibles

Brand Design & Creative Direction (2023—Present)

Brief: Most brands say they stand for a something, kynd stands for a someone. In 2023, kynd underwent a total rebrand to celebrate diversity and provide high-quality cannabis to all walks of life. I spearheaded the creative direction of new kynd to make the biggest, brightest brand launch AYR has accomplished to date.

Concept: Cannabis is so much more than a product, it’s a lifestyle. I celebrated inclusivity by curating models that exemplified a diverse range of identities and hobbies. Bright colors, big smiles, and arresting animations demonstrate a new, more fun approach to the long-time stigmatized recreational drug.

Refreshing flavors and relaxing effects belong in the everyday lives of everyday people.