Good Times — Brand Identity, Logo System & Cannabis Packaging
Good Times was created as a cannabis brand built to feel familiar, memorable, and shelf-ready from day one. The goal was to develop a visual identity that could stand out in a competitive New York cannabis market while still having enough flexibility to grow far beyond one state. The brand needed to feel playful, premium, approachable, and ownable without leaning so heavily into New York that it would limit future expansion into other markets.
The foundation of the project started with the logo. I wanted the mark to feel bold, simple, and instantly recognizable across packaging, apparel, displays, and small-format applications. The custom Good Times logo uses a hand-drawn wordmark inside a fruit-inspired badge shape, creating a friendly and memorable silhouette that can live comfortably on a jar, mylar bag, hat, lighter, rolling tray, or retail sign. The cannabis leaf detail brings the product category forward clearly, while the overall form keeps the brand from feeling overly expected or generic within the cannabis space.
A major focus was building a brand system that could scale. The “NY” detail gives the brand a local point of origin and a subtle cultural connection to New York, but it is intentionally secondary to the larger Good Times identity. This allows the brand to feel rooted without being boxed in. If the company grows into a larger MSO or expands into new states, the core logo, packaging architecture, and visual language can move with it.
From there, the packaging direction was designed to create strong shelf impact. Bright color-blocked mylar bags give each SKU immediate visibility, while black and white logo applications keep the identity clean and consistent. Matching jar labels, apparel, accessories, and point-of-purchase display pieces create a full brand world around the product — not just a single package design. The system was built to feel cohesive across retail displays, branded merchandise, and lifestyle-driven marketing.
The packaging and merchandise strategy was also developed with real production in mind. Every application needed to translate across different materials, print methods, and product types, including flexible packaging, glass jars, apparel, embroidered hats, stickers, trays, lighters, bottles, and retail signage. The goal was not only to create a beautiful brand presentation, but to create a design system that could actually be manufactured, repeated, and expanded efficiently.
Good Times is a cannabis brand designed to feel approachable and highly ownable. It avoids the overly clinical look of some premium cannabis brands and the overly loud look of legacy-style cannabis branding. Instead, it lands in a space that feels fun, confident, retail-friendly, and easy to remember. The result is a full identity and packaging system built for shelf presence, customer recognition, and long-term brand growth.
Brand Identity - Logo Creation - Custom Wordmark Development - Cannabis Packaging Design - Mylar Bag Design - Jar Label System - Retail Display Direction - Merchandise & Apparel Applications - Brand System Development - Creative Direction - Production-Focused Design