LA City Tee Design for Serra LA Capsule Collection

Role: lead graphic designer 
Client: Serra, groundworks industries 
Location: portland, Or

Creative Director: Aric Rist
Photographer: Jim Golden Studio
Date: 2020

While working on the brand studio team at Groundworks Industries, I designed this t-shirt design as part of the LA Capsule Collection, released for the opening of Serra's first California retail location in West Hollywood Los Angeles.

Serra is a modern cannabis brand that 
exists to transform the way people look at cannabis. Through carefully crafted experiences, uncompromising products, a little art, and a lot of consideration, Serra believes that showing cannabis in a different light makes it possible for all kinds of people to see how cannabis can enhance their day-to-day lives.

This design features the Quality Drugs logo mark, originally created for Serra by design agency, OMFG Co., as well as a repeating pattern of the Serra Feelings — Happiness, Relaxation, Energy, Creativity, Focus, and Relief — screen printed in white ink on Jungmaven's washed white organic hemp tees.

The Feelings model categorizes different combinations of cannabinoids and corresponding effects throughout Serra's product line, allowing the customer to shop their selection of flower, edibles, concentrates and topicals by feeling. This model inherently asks the consumer to consider how they are feeling and how they want to feel, and this experience of discovery and decoding was part of the inspiration for this design.

Available in-store only, at Serra Los Angeles.