Floro is an ultra premium cannabis brand focused on providing the best product in luxurious packaging that reflects their brand values and vision for the cannabis industry. With an intricate and detailed illustration to showcase vitality and botanical excellence, the packaging blends old world elements with modern aesthetics to create an identity that is truly stunning. Completed under the creative direction of Mike Hester at the eponymous Pavement SF.

STRATEGY & OVERVIEW

The design approach focused on balancing regulatory requirements with a refined and unique aesthetic, inspired by design from ages past. The overall design strategy that included competitor research, persona development, and visual territory exploration to define a clear creative direction. Developed custom illustrations that conveyed product personality and strain characteristics while reinforcing brand storytelling and shelf appeal.

The final packaging leveraged premium production techniques—including specialty inks, soft-touch coatings, foil stamping, and embossed details—to elevate perceived value and create a tactile, memorable unboxing experience. The result was a distinctive, compliant, and visually compelling packaging solution that strengthened brand recognition and supported a successful market launch.