Our client had an unusual request—build a brand that embodied the spirit of a man riding through the desert on a Harley, high on acid. While we didn't do that, we ended up creating an equally distinctive look, feel, and tone of first hydroponics brand to be sold nationwide in Home Depot: Black Magic.

I figured out how the brand spoke, which included copy for fronts and backs of pack for eight products.

Somehow these innuendos were approved by legal.

The final piece was Black Magic's brand book. The above is a page lifted from the manifesto; please email me if you'd like to see more.

Black Magic was created at Mother Design with designers Wade Jeffree, Brian Okarski, and Tom Grunwald, and led by design director Yego Moravia.