GRAND

Independent concept project · ICAD Upstarts 2026

Turning uncertainty into confidence across identity, retail, packaging and campaign.

GRAND explores a hypothetical future in which recreational cannabis is legal in Ireland. The challenge was to design a brand and experience that helps people navigate an unfamiliar category with confidence.

People may not be afraid of cannabis itself; they may be afraid of getting it wrong.

“Grand, I’ve got this.” ‘Grand’ is a familiar Irish expression of reassurance and ease — the idea uses that familiarity to make the experience feel approachable.

The concept extends across brand strategy, visual identity, a 102.5 m² retail space, packaging with dosage information prominent, a website and shop concept, social content and out-of-home creative. A stamped seal, an arched framing device and a restrained palette create a connected brand world.