mySWAG

A long-term brand design collaboration with mySWAG, one of the leading CBD lifestyle brands in the Czech market.

I started working with mySWAG in 2023, helping shape the brand from its early stage and working closely with the team across almost every visual touchpoint. The goal was never to present mySWAG only as a CBD product brand, but as a lifestyle platform built around energy, sport, music, confidence and culture.

Because CBD products face strict advertising limitations, the brand needed a different communication strategy. Instead of focusing on direct product promotion, we built a visual world around lifestyle, community and cultural presence. mySWAG became visible through fight events, music events, sponsorships, merchandise, festival activations and collaborations with athletes and artists.

A major part of my work was the packaging system. I designed product packaging across CBD sacks, prerolls, hash, CBD oils, CBD balm and other product lines. The mySWAG gorilla maskot design became one of the most recognisable mySWAG assets and helped set a visual direction that later became widely used across the Czech CBD category copied by other brands.

Beyond packaging, I created a broad range of brand assets including merchandise, promotional graphics, event visuals, logos, POS materials, tents, stands, banners and festival touchpoints. The brand appeared across fighting events, including major venues such as Lucerna, and through sponsorships connected to athletes including René Blahovský, Frederico Komuenha and Lukáš Denys.

The lifestyle direction also extended into music culture. mySWAG supported music videos and events connected with artists such as Offset, Rick Ross, Lboy and Hard Rico. I had the opportunity to design special merchandise and promotional materials used across press conferences, fight promotions, artist collaborations and event communication.

Over time, the work helped build a strong and recognisable visual ecosystem for mySWAG – one that moved beyond product packaging and turned the brand into a visible part of Czech lifestyle, sport and music culture.