Storied Skateboarding

2025

BRAND DESIGN

Person holding a red bag labeled 'Creating Monohydrate Gummies' with some gummies spilling out.

Cali Extrax is a Delta-8 brand producing multiple product lines under a single umbrella, each with its own visual theme and audience appeal. While the parent brand was established, the company needed new packaging systems for a growing set of sub-brands designed to stand out on crowded retail shelves while remaining cohesive across SKUs, formats, and display types. The goal was to create distinctive packaging for single-serve units, multipacks, and countertop displays that could support rapid product expansion without sacrificing clarity or shelf impact.

Project Overview

Services Provided

Creative Direction

Packaging Design

Dieline Development

Production File Preparation

Color Theory & SKU System Design

Red background with white text displaying 'SQUATGUMMI' and smaller text above and below related to brand presentation.
A presentation slide listing descriptive keywords in bold red text under the title 'KEYWORDS'. The keywords are divided into two columns with characteristics like 'FUNCTION-FIRST', 'CLEAN', 'CONFIDENT', 'CASUAL', 'MODERN', 'TEXTURAL', 'BOLD', 'DAILY DRIVER', 'NEUTRAL' on the left, and 'GYM-ADJACENT', 'TACTICAL', 'ENERGETIC', ' LIVELY', 'YOUTHFUL', 'PERFORMANCE-LED', 'EGO-NEUTRAL', 'ROUTINE-READY', 'FLAVOR-FORWARD' on the right. The slide background is gray, with smaller text at the bottom reading 'LOGO PRESENTATION' on the left and 'SQUATGUMMI' on the right.
Slide listing sections such as Scope, Brand Overview, Option 1, and Option 2 with corresponding page numbers, related to onboarding, brand exploration, logo presentation, fine tuning, and launch.
A presentation slide showcasing a primary logo and monogram for 'SQUATGUMMI', with the monogram 'SG' on the right and full name on the left.
A presentation slide outlining a project for developing a brand identity for SquatGummi. The slide details the project scope, goals, and components, with a prominent red vertical text on the left reading "PROJECT SCOPE."
Design reasoning with text explaining the logo of SQUI TGUMMI, including typographic choices, monogram details, and visual design elements.
A brand overview poster for SQUATGUMMI. The left side contains descriptive text about the product, emphasizing performance, flavor, and simplicity, designed for high performers. The right side features a Venn diagram with three circles labeled Performance, Flavor & Form, and Simplicity, with the center overlapping area labeled Your Brand.
A typography style guide showing primary and secondary font samples with descriptions and a branding message for SquatGummi, including a 'Shop Gummies' button.

Branding Approach

The approach began with understanding the core demographic, primarily younger men shopping in visually saturated retail environments where shelf presence and immediate differentiation are critical. Each product line was treated as its own visual concept while still living under the Cali Extrax umbrella, often starting with a strong thematic hook (such as money bands or vault imagery) and building packaging structures around that idea. Design decisions prioritized bold color, clear hierarchy, and fast readability, while systems thinking ensured the packaging could scale across multiple SKUs, box sizes, and future product extensions without becoming inconsistent or confusing.

Red background with a white geometric logo icon in the center.
Red square background with a white, stylized logo icon.
Red background with white letters 'SG' in the center.

Outcome

The resulting packaging systems brought clarity and consistency across multiple product lines while allowing each release to feel distinct and intentional. New visual directions opened additional sales opportunities by appealing to different audiences without fragmenting the brand, and the packaging now communicates product information quickly and confidently at shelf level. Internally, the introduction of structured workflows and standardized information intake streamlined production, reduced back-and-forth, and made it easier to launch new styles efficiently. This project reinforced the importance of balancing audience-first design with strong organization, proving that even fast-moving, high-volume product lines benefit from thoughtful systems and clear creative direction.

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