The Reef Store is an Indigenous-owned cannabis dispensary on the shores of Lake of the Woods in Northern Ontario, owned and operated by the Wauzhushk Onigum Nation. More than a place to get your greens, it's a community hub.

As lead brand designer at Better Good, I created a brand full of playful illustrated elements that capture the sacred feeling of lake life in the north, and used the versatile branding to bring the web experience to life from wireframes to high fidelity.