Deep Space is where gravity leaves and possibility begins.

Client: Canopy Growth Corporation
Role: Sr Brand & Experience Designer
Focus: Branding, packaging, product launch, in-store and digital experience
Brands: Deep Space, Bean & Bud, Houseplant, Hi-Society, Loose Leaf, Tweed

Canopy Growth was preparing to enter Canada’s newly legalized cannabis beverage market with Deep Space, a bold, fast-acting 10mg THC drink targeting experienced users. The brand needed to stand out in a saturated market while complying with strict Health Canada packaging and promotion regulations. The challenge was to design a compelling, compliant, and recognizable identity that would scale across packaging, in-store displays, digital assets, and brand experiences.

What I did on this project 

As Design Lead for this brand, I led the full design execution and brand roll out of Deep Space from concept to shelf, including:

• Visual identity development

• Packaging design

• In-store merchandising

• Digital product mock ups

• Video concepts and advertisements
• Cross-brand alignment within Canopy’s portfolio

• Developed a bold, sci-fi inspired identity to set Deep Space apart on shelves and in consumers’ minds

• Designed compliant yet eye-catching can packaging and labelling, navigating restrictions on colour, imagery, and typography

• Created a modular brand toolkit for internal and retail teams (In store PoS displays, shelf talkers, visual merch & eComm visuals)

• Collaborated with legal, compliance, and marketing teams to ensure creative aligned with brand tone and regulatory needs

• Directed motion assets and social snippets for digital roll outs

• Aligned the Deep Space experience with Canopy Growth’s broader brand ecosystem (Tweed, Houseplant, etc.)

Impact & results

• Successful national launch, with Deep Space becoming one of the top-performing cannabis beverages in its category

• Brand recall and recognition driven by unique visual identity and shelf presence

• Delivered a regulation-compliant packaging system that didn’t compromise on design boldness or audience impact

• Created reusable brand components used across retail and digital activations, reducing time-to-market for follow-up SKUs

• Adobe Creative Suite Applications (InDesign, Illustrator, Photoshop, Animate, Dreamweaver
• Sketch
• Figma
• Cinema 4D
• Brand Guidelines & Toolkits
• Visual Merchandising & Retail Environmental Design
• Cross-team Collaboration (Legal, Marketing, Product) · Health Canada Packaging Compliance Strategy