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American Grown Cannabis

Willie’s Reserve

Willie’s Reserve is the American cannabis brand founded by country music legend Willie Nelson. I spent about 6 years working for them, primarily in the areas of packaging, branding, and merchandise design. Here’s a collection of some of the things I tackled while I was there.


Here are a few of the packaging pieces I designed for Willie’s Reserve for a big refresh in 2017. In working on these designs, I had to wrestle with the fact that a number of our operating states had regulations against showing the cannabis products through glass jars or openings in boxes. So I tried my best to make these designs visually arresting and full of interesting content.


We had a lot of fun producing all kinds of various bits of swag, merchandise, and other ephemera. Patches, shirts, stickers, buttons, pins, lighters, you name it.