Rooted in downtown New York in 2008, Excelsior caters to New Yorkers seeking elevated cannabis experiences. Since 2020, I’ve worked alongside the founder to evolve the brand’s DNA and visual communication. The minimal design moves away from stereotypical cannabis aesthetics in order to reflect Excelsior's commitment to quality, while also keeping a low profile in the context of social media and advertising cannabis regulations. Excelsior’s straightforward identity speaks to New Yorkers who use functional cannabis products to enhance their daily lives.