Cannabis dispensaries were often perceived as shadowy, intimidating spaces—more back alley than boutique. As legalization expanded, Cresco Labs saw an opportunity to redefine the dispensary experience for a broader audience, including wellness seekers and the canna-curious. The goal: create a national retail brand that feels more like a modern wellness destination than a traditional head shop.

To normalize cannabis use, the retail environment needed to shift from counterculture to counter-service—inviting, informative, and stigma-free. By borrowing cues from health, beauty, and hospitality industries, the dispensary could become a place where customers feel comfortable exploring cannabis as part of their wellness journey.

Sunnyside: A dispensary where cannabis meets wellness.

We developed a brand identity that radiates positivity and approachability. The name “Sunnyside” evokes warmth and optimism. The visual identity features bright, clean design elements—think warm accents and airy spaces—that break away from the dark, opaque aesthetics typical of cannabis retail.

The in-store experience was designed for ease and education. Segmented areas guide customers through product categories, while trained wellness advisors offer personalized consultations. Online ordering, express pickup lanes, and a national loyalty program enhance convenience and customer engagement.

National Expansion: Sunnyside became Cresco Labs’ flagship retail brand, with locations across multiple states.

Customer Engagement: The approachable design and educational focus attracted a diverse customer base, including new cannabis users.

Industry Recognition: Sunnyside set a new standard for cannabis retail, often likened to mainstream wellness retailers in its aesthetic and customer experience.

Creative direction and copywriting for the Sunnyside brand launch. Developed the brand voice and messaging strategy to position Sunnyside as a welcoming, wellness-focused dispensary. Collaborated on in-store signage, digital content, and promotional materials to ensure a cohesive customer experience.