Identity & Packaging
Heavy Petal — Cannabis Rebrand
A typographic identity and tin-system for a California pre-roll label. Shipped in 21 days. Won the 2023 TDC Type Directors Club Certificate of Typographic Excellence.
A brand system,
shipped in three weeks.
Spoiled Ratten is a five-person independent studio in Brooklyn designing identities, packaging, and campaign systems for founders who think their category is boring. Flat fee, fixed scope, fixed deadline.
Founded by
Mara Lindqvist, ex-Pentagram & Tomás Reyes, ex-Wieden+Kennedy
By the numbers, 2019 — 2024
312
brands launched since founding
21d
kickoff to shipped identity system
41
clients hit #1 in category on Shopify
92%
2023 work came via direct referral
Selected Work, 2023 — 2024
Three case studies. Three weeks each.
Identity, Packaging & Campaign
Lumen — Functional Beverage Launch
Full rebrand and packaging system for a pre-launch functional beverage. The studio's largest engagement to date — $215,000 across name, identity, twelve SKUs, and launch campaign.
Campaign System
Tundra — Outerwear Launch Campaign
A 36-asset campaign system for a technical outerwear DTC brand — print, OOH, social, and packaging — built around a single editorial art direction and shipped in three weeks flat.
Awarded
TDC Type Directors Club
Certificate of Typographic Excellence, 2023
Case Study No. 084
Heavy Petal
Cannabis · Identity & Packaging · Shipped in 21 days
A rebrand for a vertically integrated California pre-roll label that needed to read premium in dispensary cases and survive translation into three state markets. The studio delivered a custom display serif, a six-SKU tin system, and a typographic-only campaign — in three weeks flat, for a flat fee. The system went on to win the 2023 TDC Type Directors Club Certificate of Typographic Excellence and is in active production across 14 manufacturing partners.
- Client
- Heavy Petal, CA
- Category
- Cannabis, pre-roll
- Scope
- Identity, tin system, campaign
- Timeline
- 21 days, kickoff to shipped
- Recognition
- TDC Certificate, 2023
As seen in, awarded by
It's Nice That
Eye Magazine
Print Magazine
The Brand Identity
Brand New
TDC
Process
How a sprint ships in 21 days.
Every engagement is a fixed scope, a fixed fee, and a fixed deadline. No retainers, no middle managers, no surprise change-orders. The partner who pitches the work is the partner who designs it.
-
01
Kickoff, day 1 — 3
A two-day on-site (or Zoom) kickoff with the founders. We define the brand's one-sentence positioning, the deliverable list, and the flat fee. Contract signed by day three.
- One-sentence brand position
- Fixed deliverable list
- Flat fee, 50% on signing
-
02
Concept, day 4 — 10
Two distinct creative directions, presented in-person or on a recorded walkthrough. One round of refinement, picked by day ten. No committee reviews, no slide-deck politics.
- 2 directions, not 12
- One refinement round
- Founder picks, not a committee
-
03
Production, day 11 — 18
The chosen direction is built out into the full asset list — guidelines, packaging dielines, campaign artwork, motion templates. In-house packaging partners quote production in parallel.
- Full asset build
- Packaging quotes in parallel
- Mid-sprint check-in, day 14
-
04
Ship, day 19 — 21
Final files delivered through a private asset portal, ready for production and upload. Brand guidelines, social templates, and a 30-minute handoff call included. The invoice closes the engagement.
- Private asset portal
- Production-ready files
- 30-min handoff call
Average project value: $38,000. Largest engagement to date: $215,000.
Read the full sprint brief →Working together
Ready to look like
nobody else in your category?
We take on four to six new engagements per quarter. If you're a founder-led DTC brand raising your first $2M — $20M and your category feels a little too quiet, we'd like to hear from you.
Or write directly: [email protected] · 84 Bogart Street, Suite 2B, Brooklyn, NY 11206