Fine Fettle is a multi state cannabis retailer with locations across Connecticut, Massachusetts and Georgia. During my time there, I oversaw creative across the brand, from new product launches and email campaigns to printed materials and in store experiences.

A large part of the work focused on defining what Fine Fettle stood for as the brand entered its next phase of growth. Together, we developed the core idea Comfort in Cannabis, a guiding principle that shaped how the brand showed up experientially. The goal was to make cannabis feel approachable and human, meeting customers where they were and building trust through warmth and clarity.

That thinking came to life most fully through Fettle Fest, an annual festival designed to celebrate the community, bring the brand into the real world and give back to customers. Every touchpoint, from signage to programming, was designed to reinforce comfort and care.