Take Flight

Freelance · Brand Identity & Design

SCOPE

Full brand build from scratch

ROLE

Brand identity, packaging, print, merchandise, product photography

INDUSTRY

Wellness / THCa consumer products

THE CHALLENGE

Take Flight is a THCa wellness shot brand built around a simple, powerful idea: a vacation you don't have to travel for. The design challenge was translating that feeling — escape, relaxation, lightness into a visual identity that could hold its own on shelves, resonate with a lifestyle-forward audience, and work cohesively across every brand touchpoint from packaging to social to merchandise.

THE APPROACH

I took a full-brand approach, starting with identity and working outward. Rather than designing assets in isolation, every decision color palette, logo, typography, copy tone was made with the brand's core feeling in mind: breezy, elevated, a little indulgent. The visual language needed to feel premium enough to justify a wellness positioning while staying warm and approachable enough to not feel clinical.

WHAT I DELIVERED

Brand identity

Logo, color palette, and visual system built to communicate escape and ease — airy, sun-drenched, and distinct in a crowded wellness market.

Packaging design

Product packaging designed to stand out at shelf while telling the brand's story at a glance from wellness shots to food and beverage infusers, each format adapted to the same visual system without losing coherence.

Social & digital content

Instagram-ready content designed to extend the brand into the feed lifestyle-forward, copy-led, and consistent with the packaging visual language.

Print collateral & merchandise

Brochures, business cards, and branded merchandise designed to carry the identity into physical touchpoints and build brand recognition beyond the product itself.

Product photography

Shot and directed product photography that presented the line with polish and intentionality images built to work across packaging, social, and sales materials.

WHAT IT SHOWS

Take Flight is the clearest example of what a full freelance brand engagement looks like — a client coming in with a product concept and leaving with a complete visual identity. It demonstrates the ability to hold a brand idea across every format it lives in, make strategic creative decisions without a team to pressure-test them, and deliver work that's both aesthetically considered and commercially functional.