Crafting the Hempire: A Full-Scale Brand and Digital Experience
Hempire Edibles (NYC) approached me to design a full-funnel visual identity and digital presence that would reflect their artisan-meets-urban ethos: high-quality infused confections, baked in small batches, with strong personality, transparency, and an energetic brand voice. Their product range spans gummies, bonbons, coffee-beans, pizzas, truffles, etc.
Learn more about Hempire Edibles →
My role: develop the branding system (logo, typography, colour palette, packaging templates), photography direction, social media look & feel, and the responsive website design/UX.
Design Language: Playful Meets Premium
From the outset, the goal was to reflect Hempire’s dual nature: gourmet and accessible, bold yet thoughtful. I crafted a visual language with:
A warm, confident script/wordmark that carries urban flavor while retaining clarity.
A palette and texture system that toggles between playful (bright accent colours, bold imagery) and premium (clean layouts, fine art-inflection).
Packaging templates designed for clarity, brand consistency and legal compliance—clear dosage and ingredient communication were paramount.
Social/media templates and photography direction that echo the brand’s “small-batch, made-with-love” story: overhead flat-lays, lifestyle shots in NYC context, product hero images with clean backgrounds.
Throughout, the tone of voice mirrors the actual brand copy on the website: fun, energetic (“Keep it 100”), but responsible (“Use 5-10 mg, beginners only”)
Website & UX: A Streamlined Path from Curiosity to Connection
Hempire Edibles site is built with a streamlined, modern structure that guides users seamlessly from discovery to action. Key features include:
A clean hero section: “High Quality confections made daily” leads to an obvious “ORDER NOW” CTA.
Clear navigation paths: Shop, How-to-Order, Dosage Guide, Safety, Contact. This reflects the brand’s commitment to transparency and user guidance—especially important in the edibles industry.
Product categories with bold hero images (vegan gummies, bonbons, etc) help users browse by interest.
Educational content built in (dosage guide: 5–10 mg beginner, etc) is laid out in a visually engaging yet clear way—minimizing risk and building trust.
The design uses generous whitespace, consistent typographic hierarchy, and a responsive grid system for mobile-first performance (given users will often browse on phones).
Photography and product imagery are integrated into the site design in “real context” hero banners, reinforcing the handcrafted and local-NYC feel of the brand.
A Cohesive System Rooted in Authenticity
The packaging system created works across multiple SKUs—from pouches to tins to boxes. Key considerations:
Legal compliance: dosage info, ingredient call-outs, dietary restrictions clearly and elegantly placed (important given small-batch/infused context).
Brand consistency: the visual identity flows across packaging, social posts and website—creating a cohesive ecosystem.
Photography direction: I art-directed product shots that highlight textures (chocolate, gummies, pizza), styled with subtle NYC cues (wood-grain, café props) to root the brand in its local authenticity.
Results & Reflection
This project allowed me to unify branding, digital product design and photography into one immersive visual experience. Some reflections:
In an industry where clarity and trust matter as much as flavor and fun, the dual focus on playful tone and precise information paid off.
Designing for “infused” confections meant balancing eligibility (legal/health) with lifestyle appeal—a challenge I enjoyed.
By building templates (packaging/social/web) rather than one-off designs, the brand gains scalability for future product launches and formats.
The website’s UX emphasises user guidance (order flows, dosage education) which supports both conversion and consumer well-being.
Visit Hempire Edibles
Details & Info
Hempire Edibles (NYC) partnered with me to craft a complete visual identity and digital presence that captures their artisan-meets-urban spirit. Focused on high-quality, small-batch infused confections, from gummies and bonbons to coffee beans, pizzas, and truffles, the brand balances craftsmanship, transparency, and bold personality through design that feels both elevated and approachable.
