CASE STUDY
Mello is a recreational cannabis dispensary and indoor cultivation facility in Haverhill, Massachusetts. I designed and launched the brand in 2021. As Director of Marketing I helped the Mello Cannabis brand grow from start-up to a $12m company.
Brand Design
I created the Mello and Mello Farms logos in 2021 and Mello has since become one of the most recognizable brands in the Massachusetts cannabis industry.
Packaging Design
I designed and managed a suite of customized packaging for Mello Farm's wholesale division and created the supply chain system to keep a consistent flow of packaged goods into the Massachusetts market.
Mylar Bags, Tubes, Tins, Jars, Vape Cartridges.
Icon Systems
I created an icon system on all Mello packaging providing the consumer with a better way to choose their cannabis through 6 aroma profiles and 3 potency levels.
Social Media
I built a brand style for social media and directed an educational video series with company leaders. Saw an increase in engagement of 10% across social channels.
Instagram, Facebook, LinkedIn, YouTube, Metta Business
Apparel
I created a line of Mello branded apparel for retail sales and wholesale incentives. Sourced unique styles and finishes, managed inventory and vendors, collaborated with wholesale team.
App Design
I designed an app that allows users to find their favorite cannabis strain through AI assisted series of questions. Results are tied into the store inventory.
I wrote, architected, and designed the Aroma Quest app. Through a question tree that I developed, users can find a strain by aroma, THC level, and terpenes
I worked with legal counsel and compliance to protect intellectual property and stay within industry regulations
Premium Product Line
I created a sub-brand of 5 top-tier products, Mello Reserve. Logo modification, package design, and digital marketing campaign.
Digital Marketing
I developed a visual style for digital marketing assets for use in social media, website, email, and in-store video monitors.