John + Tom’s

Changing the Perception of Hemp-Based Products


Design a brand that creates a more positive perception of CBD products and showcases the natural, positive benefits of John + Tom’s products.

our solution

A simple, clean, honest brand for John + Tom’s, with a visual identity that focuses on the US-grown, all-natural hemp in its products and their lack of synthetics and THC.

Our Client

John Lifrieri & Thom Carroll

John & Thom approached us through our network in New York, and after learning about our work for Morning Brew and other New York based clients. They had a solid product, but wanted to build a powerful brand to build recognition and launch a larger line of products.

Our Process

The very first stage of our work with John + Tom’s was market research. Since CBD products are in an emerging market, many competitors use brands that are focused on going” against the grain” or disrupting the status quo. For John + Tom’s, we wanted to showcase the natural benefits of the product in a way that made it accessible and inviting to all. From there, we defined a specific set of brand characteristics that we turned into visual styles. We used these to concentrate on a final visual style that would make-up John + Tom’s visual identity, and then fleshed them out in brand guidelines and product packaging.

Brand look & feel inspiration board

Digital identity ideation

Initial label exploration

First round of visual identity on packaging

Final Designs

Through our work with John + Tom’s, we created a brand that makes CBD-products accessible for all. Using our brand guidelines booklet and designed materials, John + Tom’s can continue to market a wide range of products for a variety of different use cases.

Final John + Tom’s brand mark

Final brand booklet

Final packaging designs

First round of visual identity on packaging


John + Tom’s continues to ideate new products under the John + Tom’s brand. Paradigm continues to be their partner to design custom packaging solutions that showcase the visual identity in powerful new ways.

We turn ideas into a beautiful reality.
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