Packs Moodboard

This moodboard showcases the essence of Packs, a cannabis brand rooted in Los Angeles, California. Being a native of LA, I found myself drawn to collaborate with Packs, whose branding is deeply inspired by the city's rich diversity and culture. The aim of this project was to resonate with Packs' loyal customer base while enhancing its marketing with a more dynamic and professional approach.

Packs has cultivated a strong community of stores with a laid-back vibe, reflected in its social media content. While this approach fostered authenticity and trust among customers, there was room to refine the marketing with a more polished and visually captivating aesthetic.

Drawing inspiration from Packs' existing social media posts, I refined elements such as a branded jersey giveaway into the OffWhite campaign reference with a bold-colored jersey top with a Hollywood-esque palm tree backdrop. Important things to keep in mind for this mood board were to challenge a male-centric view of marijuana consumption, reflect the cultural diversity of Los Angelinos, and elevate style while retaining an approachable personality. Key considerations for this moodboard included challenging the stereotypical male-centric perception of marijuana consumption, reflecting the cultural diversity of Los Angelinos, and infusing style while maintaining approachability.

Throughout my research, I focused on keywords such as diversity, boldness, vibrant colors, graffiti lettering, urban influences, street signs, city skylines, thrifted aesthetics, retro vibes, skate and surf culture, abstract and surrealist art, celebrity influences, irony, and eco-conscious symbols.


This Stussy campaign is a tongue-in-cheek ‘thank you’ to graffiti workers for cleaning up the streets- in this case, the culture of Stussy is referred to as rebellious, with a down-to-earth emphasis on street art.

Off-White’s colorful campaign features quintessential aspects of LA culture: street styles with an emphasis on sports, within a classic LA street environment.

I included an image from a 1972 protest, one of the largest and earliest ever held for the legalization of marijuana. Including this image in the mood board helps to depict the ‘feed the streets’ mission of Pack’s social activism while also incorporating in the historic activism of Los Angeles, a cornerstone of the city’s culture.

I designed an original graphic using Packs’ slogan, intended for sale or giveaway as a sticker to customers. This has a street art style that represents the Packs brand well, while also catering to the core customer base- Angelinos who have been purchasing marijuana and desire a familiar and safe space for consumption.

Graffiti lettering and original vibrant graphics in the style of an event flyer inspired by Packs social media promotions.

A 90’s Supreme ad featuring a comical and risk-taking around a favored Los Angeles past time.

The image of this bold woman, shot from a low angle, represents three interesting ideas: appealing to a more diverse customer- both women, who are underrepresented in the cannabis industry, challenging the sexualization of women in advertising with a nuanced and modest portrait, and embracing cultural diversity with traditional Mexican attire.

Because most Angelinos and Packs customers are people of color from other nations, taking cultural representation a step further from pictures of POC in an LA environment to an elevated setting of the cultural heritage, evoked an ideal emotional response customers could resonate with.

The street sign image takes a literal approach to street style. It evokes classic LA culture and could be used as a stylized motif with different local street names for advertising purposes.

Street art meets LA celebrity culture. Paying respects to people who stood for social causes and gave back so much to the community reflects Packs’ dedication to their customers.

Abstract and surreal art is ideal for Packs advertising because it evokes the emotion and imagery experienced while in an altered state of marijuana usage.

A classic stylized advertisement, the black and white image compels traditional Packs consumers to identify this brand as one aligned with their taste while also adding a dimension of artistic flare that elevates current Packs advertising images.