The real challenge was connecting with 30-something women who had stopped drinking but did not identify as cannabis consumers, while still appealing to men with similar interests. Rather than compromise, we intentionally broke from category norms. Most cannabis brands relied on hyper-masculine or overtly feminine design, but CLDZ adopted a refined pastel palette and clean visual language, resembling a premium beverage brand more than a typical dispensary product. As lead designer and creative director, I guided the brand from identity through execution, including logo, packaging, merchandise, photography, video, social media, and website, ensuring a consistent, elevated, and gender-inclusive aesthetic. This approach gave CLDZ immediate shelf distinction and a visual identity that resonated with both retailers and consumers.