Down The Rabbit Hole

Derrick Lin


Design: Vighnesh Dudani
Location: India
Project Type: Produced
Client: Alex Karman
Product Launch Location: United States
Packaging Contents: Joints
Packaging Substrate / Materials: Aluminium

Down the rabbit hole (DTRH) is a legalised smoke shop located in Northern America. Founded by a young entrepreneur. The name Down The Rabbit Hole refers to the experience one often undergoes.

For DTRH, the goal was to create a brand that feels elegant, & vintage yet modern. With a strong encompassed unit the aim was to send a more gentle(wo)mens club vibe instead of the often used hippie-like styling. Which also reflects on the target audience the brand aims at, i.e working adults/professionals who look for a well-packed encased joint they can carry around instead of anything shabby.

What’s Unique?
The colour combination & overall style defined for the identity is less often seen when it comes to cannabis based product. Cause usually the design for similar products include an earthy colour palette & visually seem more friendly.