Mr X is a cannabis brand built from the ground up—designed to be bold, mysterious, and deeply strategic. Inspired by Carl Sagan’s anonymous writings on cannabis, I created a character-driven identity that teases his persona in the logo and comes alive across packaging. Each product line draws from space themes—planets, moon phases, exploration—blending science, curiosity, and creativity into a cohesive brand story. The result: a standout identity that became a best-seller for the parent company and earned a Communication Arts shortlist award.