Big Chief

Case Study

[Rebrand, Logo Design, Packaging, Web Dev, Event Design, Trademarks]

A Timeless Brand System for One of Cannabis’ Top-Selling & Most Recognized Products

In a fast-moving cannabis market where visual identities come and go, Big Chief needed a brand system that would last. The company was growing quickly but lacked a cohesive visual strategy—and the logo and packaging at the time didn’t reflect the scale or value of the product line. The goal: redesign the brand to match its ambition and give its hero product the shelf presence of a million-dollar SKU.

As Creative Director, I lead the full visual transformation of the Big Chief brand. I worked in-house to redesign the core logo to feel timeless, scalable, and culturally resonant, create packaging for what would become a top-selling cannabis product, build a modular design system that could be used across states and SKUs, ensure all creative assets adhered to strict regulatory and compliance frameworks across CA, TX, NY, CH and lastly, Direct art, product photography, and web design with a consistent premium tone.

Key Contributions

Created the visual identity, including the logo, typography, and brand architecture that still anchors design decisions for the brand today — a rare level of longevity in a category notorious for visual volatility.

Designed the hero product packaging that has remained the top-selling SKU in multiple markets, sustaining its relevance and performance for over five years (and counting) without a single redesign.

Led packaging and brand strategy that contributed to Big Chief’s evolution from a niche, regional label into a nationally-recognized cannabis brand.

Developed regulatory-compliant packaging systems that preserved brand integrity across shifting, state-by-state cannabis laws and frequent legislative changes.

How I Got It Done

Strategy

Logo & Branding

The new Big Chief logo drew inspiration from vintage Americana and heritage insignias — striking a balance between cannabis counterculture and mainstream consumer appeal. It was designed to be bold, memorable, and highly legible in any format, from a foil package to a billboard.

Brand Identity

Packaging Engineering

I led the creative development of Big Chief’s flagship product packaging, focusing on tactile finishes, color hierarchies, and legally compliant layouts. The result was a highly recognizable retail package that consumers could spot from across the dispensary floor — and trust to represent quality.

3D Prototyping

Project Systems

Built a scalable visual system for line extensions, special editions, and cross-market expansion. Created a library of brand elements including iconography, typography treatments, and layout templates for future product lines.