discofries

With my team at Madwell, I helped design and illustrate the full identity system for Discofries — a cannabis brand out of New Jersey that wanted nothing to do with the sea of muted greens and earthy tones flooding the industry. Just like their namesake, the iconic NJ diner staple, Discofries is fully loaded — and the brand had to match.

We built everything from the ground up: identity system, packaging, web UI, and merch, all steeped in the greasy, glorious, late-night energy that makes disco fries a religion in Jersey. The result is a brand that's as fun to look at as it is to experience.

When your product is called Discofries, the packaging better hit harder than a 2am order at a Jersey diner. We made sure every detail was fully loaded — no sad, clinical vibes in sight.

The fits had to go as hard as the brand. From a color-blocked 5-panel hat to tees coded by vibe — the merch line gave people a way to wear their mood.