Design and launch of Velvet’s in-house cannabis flower brand.
Farid Harrison
Owner / Citrus & Pine
Capturing “The Great Taste of California” through brand identity, packaging, web, and marketing for a white-label cannabis brand.
Citrus & Pine was Velvet’s first venture into an in-house consumer brand, showcasing terpene-forward strains that evoke the scents and culture of California. As Velvet’s exclusive house flower, it quickly became a favorite for value-oriented customers seeking classic flavor profiles and high potency at an accessible price.
Following an audit of California’s competitive cannabis market, I developed the name, brand strategy, packaging, website, and promotional assets. From Southern California orange groves to Humboldt redwood forests, Citrus & Pine celebrates the Golden State.
BRAND IDENTITY
A feast for the senses.
Citrus & Pine features a modular logo system adaptable across print and digital media. The primary packaging logo pairs lemon and pine cone illustrations with the wordmark—a nod to both the brand name and its focus on pinene and limonene, the primary terpenes in the launch strains.
Secondary marks were created for web, apparel, and promos, displayed over imagery that reflects the flavor profiles of individual strains.
WEBSITE
An experience that passes the smell test.
I designed a site focused on brand storytelling and strain education, highlighting both current releases and archival strains with details on lineage, effects, and terpene profiles.
To purchase, visitors are directed straight to a pre-filtered Citrus & Pine view on Velvet’s online menu.
PACKAGING
It’s not easy being green, but it is possible.
Our core requirement was a sustainable, flexible packaging system that minimized waste, managed production costs, and stood out on the shelf. We selected biodegradable, resealable pouches across all three sizes, increasing our brand canvas while significantly reducing shipping weight compared to glass jars.
To let customers view the flower before purchasing, we integrated a custom die-cut window on the front of the package. Universal bags were customized per batch with top-applied stickers containing strain details, lab testing, and compliance copy—eliminating the need for separate printed bags per strain.
