Go Easy Case Study

Case Study: Go Easy

You probably know this—cannabis is big business these days. But despite the boom, the industry still overlooks whole groups of consumers who don’t see themselves reflected in the traditional landscape.

Go Easy carves out space for a niche audience: a feminine, trend-driven, youthful market that craves a more elevated, bespoke experience—far from the intimidating vibe of a classic head shop.

My Role

Building A Brand With Iconic Potential

I met Go Easy founder, Molly Mathias, during the pandemic when we were both craving a creative outlet that actually felt meaningful.

We shared a vision: to build a brand that reflected our creative sensibilities while also being resilient enough to grow in an uncertain world.

Together, Molly and I developed a comprehensive brand guide covering voice, visuals, and design systems and brought it to life through countless print, packaging, and digital design projects.

Building A Foundation To Stand The Test Of Time

Brand Development For A Modern Era

With a concept like Go Easy, calling a strong brand “essential” is an understatement. The cannabis market is crowded, with new players popping up constantly. Products are often made by the same manufacturers, and consumers are quick to move on to the next thing. Standing out is everything.

Molly and I knew that to consistently stand out we needed to do a couple things things: effortlessly connect with our consumers, stand out on shelves and collaborate with a range of creatives without losing the brands ethos. It's with this philosophy in mind that Molly and I built a brand that’s grown rapidly since its inception.

Understanding The Consumer

Who Is The Go Easy Girly?

Rather than trying to build a brand for everyone, Molly and I focused on creating a philosophy that spoke directly to one of the most powerful consumer groups out there: young, financially independent women.

We started by studying how other brands were reaching this audience online, while also learning firsthand from interactions at Go Easy’s brick-and-mortar storefront. From there, we developed a detailed consumer profile that helped us shape a brand designed specifically for a market craving products made with them in mind.

Voice and Tone

Speaking To The Go Easy Girl

To connect with a sharp and discerning consumer base, it was essential to develop a tone of voice for Go Easy that felt deeply authentic.

For inspiration, we looked to founder Molly as the perfect guide for how the brand should “speak” at every touchpoint. She’s like your big sister’s cool friend—the one who taught you how to roll your first joint. Confident, witty, and just a little enigmatic.

Unified Visual Design

Bright Colors + Bold Graphics

We knew Go Easy had to break away from the stoner cringe dominating cannabis. While most brands adopt aggressive trippy visuals or sterile, clinical vibes, we carved our own path—bright, playful, and stylish.

Our design came to life through three guiding principles:
1. Bright, saturated colors that pop off the shelf
2. Bold, graphic illustrations with a cheeky twist
3. Feminine cues pulled from fashion and beauty trends

The result? A visual language that feels fresh, confident, and unapologetically different—designed for consumers who finally see themselves reflected in cannabis.

How We Expanded The Vision

Making Space For Versatility

To succeed in such a competitive space, Go Easy’s creative work had to pull off an impossible triad: cheap, fast, and good. Conventional wisdom says you can’t have all three, we disagreed.

By building a clear brand standard, we’ve made it possible to collaborate with a wide range of designers and creatives (often emerging talent who are both affordable and eager to play) while still maintaining consistency. This system allows us to meet the nonstop demands of an ever-changing consumer landscape.

Every design you see here was created by other designers, each bringing their own sensibility and skill while staying true to the Go Easy look and feel.

Applying The Brand Guide

Graphic Design For Go Easy

My Work:

Packaging Design

Packaging is central to Go Easy’s strategy. In a crowded market, our products need to pop off the shelf and demand attention.

Each design brings together our brand voice and visual identity, extending the story of the product and inviting consumers to step into the Go Easy world.

My Work:

Shopify Storefront

Ok this is a massive throwback, but one of my first projects for Go Easy was building a low-maintenance Shopify template that let the retail team keep the site updated without calling me twice a week.

I kept things simple by working within Shopify’s native parameters and avoiding overly custom designs. Is it the flashiest site I’ve ever built? Definitely not. But does it let Go Easy move fast and keep things cute? Absolutely.

Three years later, the template is still going strong and serving the brand.

My Work:

Merchandise Design

We learned early on at the shop that the Go Easy girls LOVE some merch, so we do everything we can to keep them satisfied.

We have a steady stream of limited edition stickers, t-shirts, rolling trays and more so that our girls can rep the brand on the daily.

A little reflection:

The Power Of Epic Branding And Collaboration

To this day Go Easy feels like the place I have best been able to use my wide variety of skills to help a brand become the best version of itself.

When Molly and I began working together Go Easy was a tiny brick and mortar self-care store in Dallas, TX. Today Go Easy is a leading cannabis company and our products are sold at smoke shops and boutiques around the , and as of Spring 2025 and even Urban Outfitters.

That last one is huge for us, from the beginning it was our vision to make our cute, girly, stoner world super accessible and leader in the market.

The success of Go Easy can be attributed to several things.:
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1. Built For A Modern Landscape: Every creative of this Go Easy is designed to address the only thing you can count on in business, things will change.

2. Commitment To The Go Easy Girly: Rather than building a brand for everyone, Go Easy addresses a specific and powerful consumer. Everything is made for her, and it keeps her coming back.
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3. Collaboration and Mentorship: Go Easy is managed with it's community of builders in mind. The commitment to bringing a diverse group of creatives into the fold keeps the vision consistent as the team changes and evolves.

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~Pourri Holiday: Case Study