Pulsar Patch
Pulsar is a company fighting hangovers — a topical patch you put on before you drink. No pills, no powders, no B.S. I led the build of the entire brand alongside the team: the voice and archetypes, the style guide, the packaging that put it on shelves, and the campaign that keeps it there. What follows is the whole story — what it is, why it matters, and how it became a brand.
- Client
- Pulsar Patch
- Year
- 2025
- What I did
- Strategy & voice · Brand identity · Style guide · Packaging · Apparel · Campaign · Web
The Numbers
From zero shelves to a growing retail footprint — in bars, liquor stores, and smoke shops.
Section One — The Voice
Built on archetypes.
01 — The Idea
What they are, and why they matter
Every strong brand behaves like a character. Archetypes are twelve of them — universal personalities, rooted in Jung, that people recognize on sight. Choosing one gives a brand a consistent way to speak, look, and act, so every decision points the same direction instead of getting reinvented each time.
The wheel maps all twelve around four core motivations — Order, Freedom, Social, and Ego. Where a brand sits is where its personality begins.
02 — The Choice
Pulsar’s two
Pulsar runs on two — a Jester as its prime, and a Rebel underneath. The fun and the spine, working together.
Jester
Here for a good time and the morning after. Short, confident, and funny — but never at the customer's expense. It's the voice that makes Pulsar worth keeping around.
Irreverent / Clever / Honest / Playful / Approachable
Rebel
Defines itself against the broken stuff — the “drink responsibly” lecture and the supplement-aisle snake oil. It's the voice that earns belief by refusing to overclaim.
Bold / Rebellious / Disruptive / Unapologetic / Unfiltered
A Rebel to the people who don’t believe it yet — a Jester to everyone who does.
Logo & Marks
The Logo
The mark had the same problem the brand did — it was closed off, doing too little with too much. So we opened it up: gave the wordmark room to breathe, drew it back to its bones, and let the color come through. Same logo. It just finally gets to shine.
Packaging · The Breakthrough
The Display Can
The biggest problem wasn't design — it was dependence. Retail display used to mean paying a third party to produce it. So we designed a patent-pending display can and 3D-print it ourselves, in-house. It killed the middleman, and it became our single biggest B2B selling point — the thing that gets Pulsar onto the counter.
Working prototype art — what we handed the printer
Assets & Designs · Iconography
The Icon Set
A full custom icon library — simplified, instantly readable marks for ingredients, benefits, and social, so the brand stays self-serve across the team.
Assets & Designs · Campaign & Merch
Out In The World
The brand where people actually meet it — posters and social creative that put the Jester-and-Rebel voice to work, plus the tees, hats, and stickers that turn customers into billboards.
The logo in motion — the animated asset the team ships with
Web Design
The Website
The digital home — the brand system put to work online. Designed and built end-to-end: product storytelling up top, the science underneath, and a store locator that feeds the B2B pipeline.
Sales Collateral
The One-Pagers
The sheets that do the selling when I'm not in the room — the distribution opportunity, the liquor-store pitch, and the staff quick-guide. Same voice, tuned for a buyer instead of a drinker.
The System
Brand Guidelines
Everything above answers to this book. Logo construction, palette, type, voice, and usage rules — the single source of truth that keeps Pulsar the same brand from a shelf in a smoke shop to a story on a phone.
Read the Whole Book
Click a page — or use the arrow keys — to turn it.
We're not just a patch. We're a strike against regret.