Choom
Brand Strategy, Identity & Product LaunchHopewell Brewing approached me with plans to launch a new line of hemp-derived THC beverages. Rather than extend the Hopewell brand into a new category, we saw an opportunity to build something entirely new.
I worked with the team to establish the brand's positioning, develop its personality, and explore naming. We landed on Choom, a name that was distinctive, approachable, and flexible enough to grow with the business.
From there, I led the creative direction across identity, packaging, messaging, and launch campaigns, building a brand that could extend into new products, formats, and experiences.
Services︎︎︎
Brand Strategy, Naming, Creative Direction, Identity & Packaging, Marketing & Campaigns
Credit︎︎︎
Garrett Sweet
Photographer
The visual identity draws inspiration from the familiar, playful character of beer and cigarette advertising from the 1980s and 1990s, reinterpreted for a contemporary audience.
I developed a flexible identity system with a primary wordmark and supporting graphics that could work across packaging, campaigns, and merchandise.
I developed a flexible identity system with a primary wordmark and supporting graphics that could work across packaging, campaigns, and merchandise.
The packaging needed to clearly communicate what the product was while giving Choom a recognizable presence and room to grow. The resulting system establishes a consistent hierarchy across products without limiting future extensions.
The brand's personality extends into its messaging and campaigns. I developed copy, posters, and social content that feel warm, familiar, and a little cheeky.
Together, these elements establish a recognizable world around Choom, one that extends beyond the product itself.
The identity also extends into merchandise, including sweatshirts, hats, and rolling trays. Each application reinforces the brand's personality while giving people new ways to engage with it.
