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As founder and creative director of Aquerone, I set out to build a poetic, premium CBD and cannabis lifestyle brand that redefined what it meant to consume consciously. From 2020 to 2024, I led the creation of a curated e-commerce platform offering over 200 SKUs, blending plant-based healing, progressive design, and cultural activism. The mission: to de-stigmatize sacred plant use through high-end aesthetics, deep editorial content, and an empowering brand voice. Aquerone was designed for the conscious connaisseur — educated, spiritual, creative, and deeply invested in wellness and the evolution of culture.
We explored themes like:
The tone was poetic yet unapologetic, playful yet powerful — a balance between psychedelic reverence and editorial chic.
The brand drew from a rich universe of mythology, altered states, Parisian art de vivre, and sacred plant reverence. Even the name Aquerone was inspired by the Acheron River in Greek mythology — one of the rivers of the underworld said to purify the soul before rebirth. Aquerone invited users to cross a threshold — a river, metaphorically — into a more authentic way of being.
Aquerone was a bold, genre-defying brand that stood out in the crowded cannabis space. Though the company has since closed, I’m incredibly proud of the depth, originality, and visual coherence of the brand. We sparked real dialogue around wellness, ritual, plant consciousness, and activism, while proving that cannabis can be both sacred and stylish. It remains one of my most comprehensive and visionary projects to date — a fusion of storytelling, branding, and social change in service of a new wellness paradigm. The website and remaining products were sold to a LA based brand in 2024.
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