the early days..

The client envisioned a cannabis forest — an immersive wall of green meant to capture growth and abundance. It was an unusual request, given that cannabis thrives in sunlight, not shade. But that contradiction became the concept: designing an environment that balanced illusion and vitality, turning an impossible ecosystem into a living visual metaphor.

wallpaper ideation — cannabis forrest scene

BornHigh Genetics — Designing a Visual System for Strength and Scale

BornHigh Genetics began as more than a rebrand; it was a recalibration of identity. The challenge was to translate genetic innovation into visual language — to create a brand that could communicate performance, precision, and evolution while keeping its raw energy intact. The work spanned packaging, product architecture, installations, and digital frameworks, merging science and street-level grit into one unified system.

The project started where most brands struggle — at the intersection of authenticity and scale. BornHigh needed to stand beside global performance leaders while keeping its roots visible: unpolished, honest, and direct. The solution was a modular identity that could flex across packaging, product tiers, environments, and campaigns while maintaining a single, confident voice.

At the core was structure. I developed a category model — the Genetic Framework — mapping product families by purpose: recovery, endurance, power, and focus. Each sub-brand lived within this hierarchy, defined by typography, tone, and DNA-inspired symbols drawn from the core logo. The result was a visual and strategic blueprint that supported future growth without losing cohesion.

Design exploration emphasised balance — strength and precision, form and function. The packaging grid mirrored muscle architecture; typography carried tension between order and aggression; imagery fused realism with abstraction. Every element was designed to feel disciplined yet alive.

The outcome wasn’t just a refreshed identity but a living framework — a scalable system capable of stretching from a supplement label to a retail interior with total consistency. BornHigh’s strength now lies in its structure: a brand built for endurance, expressing the discipline of design and the DNA of ambition.

BHGC
CAPE TOWN
KLOOF STREET
8001

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