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CBD Origins — Character Universe, Packaging & Brand Experience
Project type
Packaging, Character Design, Branding
Date
March 2026
Location
Madrid
OVERVIEW
CBD Origins came to me in November 2024 with a straightforward brief: update the packaging for their six hemp cartridge flavors. What they had was technically flawed and visually generic — fruit flavors represented by stock fruit images and liquid splash graphics. Nothing that said anything about who they were.
The character universe wasn't in the brief. It was my proposal. I suggested building a cast of six original characters — one per flavor — with enough personality to interact with each other and carry a story. I presented the first character, AK-47, and they committed immediately. From there, the full Origins universe was born.
What started as a packaging update became a complete brand identity: six characters, six packaging designs, and months later, the full visual experience for their debut at Spannabis 2026 — one of Europe's largest cannabis trade fairs.
THE CHARACTERS
Each character is built around the personality of its strain — not just the flavor, but the culture and mythology around it. AK-47 is a Soviet-era soldier in a fur hat, all aggression and attitude. Amnesia is a hypnotist brain in a turban, spinning a pendulum. Lemon is a ninja in full combat mode. Blueberry is a street kid with a snapback, a chain and a baseball bat. Jack Herer — named after the legendary cannabis activist — is a scholarly owl in graduation robes and sneakers. Mango is the relaxed one: Hawaiian shirt, flip flops, not a care in the world.
Every character has its own color palette, typographic treatment and background environment — but they all belong to the same world.
SPANNABIS 2026
In February 2026, Origins commissioned the complete visual experience for their first appearance at Spannabis — Europe's leading cannabis trade fair. The brief covered every touchpoint of the stand: background banner, display cases, poster catalogue, hoodie, tote bag, two lighter designs, business cards and a set of ten collector stickers featuring the full cast of characters.
Every piece was designed as part of the same system — the characters that started on the packaging now lived across an entire brand environment.
DELIVERABLES
6 character designs · 6 packaging designs · Stand background banner · 2 display cases · Poster catalogue · Hoodie · Tote bag · 2 lighter designs · Business cards · 10 collector stickers · Mockups
