Koi

Koi CBD Branding Case Study

Magnetic was tasked to build a branding design system flexible enough to capture the full spectrum of wellness, from calming CBD to elevated THC.

See the Process & Results

A Spectrum of visual language

Designing a Brand Framework for the Modern Cannabis User

Legacy Koi thrived within the CBD space, but as we introduced cannabinoids and other wellness products, our brand visual identity had to evolve. We needed a design system capable of clearly communicating the expanding product range and its diverse uses. By balancing wellness with vibrancy, this flexible framework ensures customers can effortlessly find and choose the perfect Koi product.

Capturing Aspirational Branded Lifestyle Photography

Feel Good. Live Better.

Our photographic approach visually translates the aspirational feelings associated with Koi products. Beginning with an equally balanced moodboard, we sought to capture real people of diverse ages authentically enjoying balanced and fulfilling lives. This photography range showcases everything from calm and wellness to excitement and elevation, resonating deeply with audiences seeking both health and happiness.

REfined toward iconic

Evolving the Koi Logo

Though recognizable, the legacy Koi logo faced limitations in its complexity and outdated typeface reminiscent of Papyrus. Our evolved logo design unlocks the iconic Koi fish from its restrictive form, delivering a simplified, versatile one-color mark. The new logotype features clean, modernized typography, ensuring the brand identity maintains integrity and flexibility across all applications.

The refined Koi logo retains its heritage while introducing a stronger, simplified aesthetic. By using an easily recognizable silhouette within a defined shape, the brand identity gains increased visibility and adaptability. As Koi continues to grow, this iconic logo mark positions the brand firmly at the forefront of the wellness market.

The evolution of Koi’s logo

Visualizing the experience

Designing the Visual Product Experience

Each Koi product label features vibrant illustrations that visually express the experiences associated with their use – be it sleep, focus, or elevation. Above a distinct dividing line, these dynamic visuals immerse customers in each product's unique world. Below, flavor-specific colors anchor the design, clearly indicating the intended product experience and intensity.

Design system visualizing the intensity and experience of each Koi product.

Artist collaborations

Expanding Koi’s Circle

By viewing each label as a blank canvas, we opened the door to opportunities for collaboration with renowned artists and illustrators. This flexible approach allows Koi packaging to remain fresh and culturally relevant, all while maintaining essential product information clearly and consistently.

A curated glimpse into the real-life balance Koi inspires.

packaging design for Fresh Grape Full Spectrum gummies

creative packaging design for Juicy Mango THC-O gummies

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Fonts & Typography

For a More Balanced Brand Delivery

We carefully curated a robust typography system to accommodate the diverse needs of Koi’s expanding portfolio. These thoughtfully chosen typefaces balance modern, youthful energy with wellness-oriented clarity, ensuring consistency across various products, applications, and marketing channels.

Typography system designed to flex across wellness and lifestyle touchpoints

outdoor advertising design for koi THC-O gummies

A curated glimpse into the real-life balance Koi inspires.

the (Pre) Rollout

Making a Splash in the Cannabinoid Space

With the new identity locked in, we shifted from refinement to real-world expression. We rolled out bold new packaging, promotional posters, pre-roll wraps, and product displays that brought Koi’s evolved personality to life across every shelf and screen. Each touchpoint was used to reinforce a unified voice, aesthetic, and attitude.

Mockup of KOI cbd posters on a wall covered in graffiti

packaging design for KOI prerolls and branded ashtray

Mousepad design with dragon blend gummies and branding

Artist Collaboration packaging of a jar of delta nine gummies

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Product hero shot showcasing flavor-forward design and vibrant appeal

Future-proof by design

Flex Now. Flow Later.

As Koi’s offerings grow, the design system MAGNETIC installed is built to meet each moment without compromising the brand’s clarity or character. Each new SKU can pull from a toolkit of heady illustrations, flavor-first palettes, and modular elements designed to scale.

Whether it’s a new flavor drop or a flagship expansions, Koi’s identity is already there.

Clear, credible, and unmistakably its own.