Lab Theory is Rubicon Organics latest brand. Given the urgency of the launch, our task was to forge a brand that exuded luxury while remaining aligned with the prevalent 'drop' culture in the cannabis and streetwear scenes. Inspired by the meticulous process behind these premium concentrates, we sought to blend clinical precision with an experimental and psychedelic aesthetic.

In collaboration with a talented 3D artist, we designed a set of dynamic 'gradient' textures that could evolve alongside the products. We also captured the product in extreme close-up within petri dishes to create a distinctive visual identity that would not only stand out on the shelves but also effectively showcase the concentrates in a way that resonated with point-of-sale requirements.