Ethos came to us looking to build a standout recreational pre-roll brand—something fun, music-inspired, and instantly recognizable without feeling gimmicky. From naming through packaging and a full lifestyle shoot, we shaped Headliners to capture the feeling of a live show and the after-hours glow that follows.

Clio Cannabis 2023 (Honorable Mention) - Brand Identity MUSE Awards 2023 (Silver) - Corporate Identity

SCOPE OF WORK

Creative Direction
Name & Brand Origination
Visual Identity
Packaging
Photography
Displays
Website

AGENCY TEAM

Laksman Frank, Creative Lead 
Michael Marra, Creative Direction
Sarah Demers, Graphic Design
Jaya Frank, Design Manager
Sophie Cecile Xu, Photography

CLIENT TEAM

Vice President, Blandine Jean-Paul
Alicia Avallone, Marketing Manager

Brand Positioning

The brief called for a mass-appeal, music-themed brand that felt light, memorable, and premium. In naming explorations, we pushed away from anything overly literal—Ethos wanted something more subtle, something that hinted at music without locking the brand into a genre. 
Headliners stood out because it immediately conveyed energy and anticipation—the main act, the moment the lights go up. We extended that story into strain tiers: Opener (sativa), Intermission (hybrid), and Showstopper (indica).

Photography

For the launch shoot, we leaned into the “after the concert” vibe—candid, unstaged moments on the floor with records spinning, hands passing joints, and scenes that feel lived in. 
We styled props with the brand palette—concert wristbands, matchbooks, headphones—and mixed lifestyle shots with flash-lit still lifes to bring a pop-art energy to the line. Thank you to photographer Sophie Cecile Xu for bringing this vision to life through her sharp and discerning lens.

Point of Sale Display

We designed a custom Flip Display solution to give Headliners the same “main stage” presence in-store that we built into the brand. Using our magnetic system, the tins attach directly to the display—floating the packaging forward, keeping it clean, and making the product the hero. The combination of strong brand identity and this modular display system earned recognition from both Clio Cannabis and MUSE Awards.

Huge thanks to Alicia Avallone, Blandine Jean-Paul and the entire Ethos team for trusting us to take Headliners from early naming and sketches all the way into retail activation and real-world success.