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Art Direction
Graphic Design
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Retouching
Leiffa is a cannabis brand focused on making solventless rosin more accessible to everyday consumers. While rosin is typically seen as a more premium product, Leiffa’s mission challenges that perception by bringing quality rosin to a broader audience. Their existing lineup centered around concentrates, which resonated with experienced users but felt less approachable to casual or flower-focused consumers.
The launch of RIPR marked a major brand moment for Leiffa. This infused pre-roll wasn’t just a new product; it represented an opportunity to reach new customers and reposition rosin as something approachable for everyday cannabis users. To do that, Leiffa needed a strong marketing campaign built around clear, impactful visuals.
I worked closely with Leiffa’s Director of Marketing to define the creative direction of the campaign. Early conversations focused on perception: how could we visually suggest that RIPR was more desirable than a traditional pre-roll, while still feeling accessible? The answer was to lean into bold, expressive visuals that highlighted the defining feature of the product—the rosin itself.
From there, we designed a cohesive graphic system built around a strong hero visual. We considered typography, composition, and scale to ensure the imagery felt intentional and premium. Photography and product styling supported the concept, but the graphic design tied everything together, allowing the campaign to translate seamlessly across digital, print, and retail formats.
We created a bold hero image featuring the RIPR pre-roll with rosin dripping and spilling over the joint and surface. This exaggerated, illustrative moment became the foundation of the campaign and instantly communicated quality, potency, and differentiation.
The design system allowed this hero asset to be adapted across multiple touchpoints—from digital ads and social media to print materials and retailer sell sheets. By anchoring the campaign in strong graphic design, Leiffa gained a set of visually consistent, high-impact assets that supported both marketing and sales efforts.
