Mad Hatter is a cannabis infused soda line with four flavors including Classic Cola, Orange, Lemon Lime and Grape Soda. I created a clean vector illustration seen in the Madhatter mascot in order to achieve easy recognition as well as versatility for future products in the line. Simple colors paired with a subtly unique sans serif display typeface called Cubano lends itself to a clean, fun and bold look. While the product does have THC, I wanted to avoid highly obvious “trippy” and “drug-induced” visuals as to appeal to a broader audience. Madhatter is also currently expanding into energy drinks and gummies, so keeping this in mind, I wanted to create a template that can translate seamlessly across the different lines and still make sense for each product. The Madhatter character walks joyfully high above th mountain tops, embodying the exciting nature of the brand and signifying the experience of drinking Madhatter soda.