Project Duration
July 2025–November 2025
Project Package
The Complete Brand Identity
The Team
Creative Direction & Design Lead: Christopher Santoro
Logomark Design: Ariana Schaefer
Additional marketing strategy by The Well-Minded
Additional art direction & photography by Natalja Kent
Impact & Outcomes
Increased sales during the first quarter following launch
Established a scalable packaging system for future categories
Strengthened consumer recognition and stakeholder confidence
Illuminating an emerging DTC herbal smokes brand’s inner elegance.
THE INFLECTION POINT
The transition from Puff Herbal Smokes to Puff Herbals marked the brand’s evolution into a broader herbal lifestyle platform. Although Puff had already built an audience, its identity was not equipped to support new product categories, premium pricing, or wholesale growth.
Where We Came In
Partnering with The Well-Minded, we developed an audience-informed strategy that balanced Puff’s playful personality with a more elevated presence. We translated it into a flexible identity and packaging system that strengthened recognition, supported educational content, and created a consistent foundation for future products and retail expansion.
They create and leverage highly educational content from a point of passion on the subject of herbal smokes and remedies, which in turn creates a connection to their customer-base that other brands don’t.
The concept of the logomark comes from the skullcap flower which, among its many health properties, is also used to relieve anxiety. Abstracting the flower in a symmetrical rorschach-blot composition created a mark that reflected all brand attributes, while also being beautiful at first glance.
The market for herbal smokes tends to share similarities to the cannabis market, in that the art direction usually leans towards bright, trippy, high saturated colors to communicate that elevated “high” sensation. Because we knew this needed to be inherently different, we found inspiration in Surrealist art—opening a dimension to a new “world” of understanding.
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