GOOD SUPPLY

Engineering how a brand shows up in a highly fragmented industry
while building trust with its core audience.

VISUAL IDENTITY — ART DIRECTION — ILLUSTRATION

Working with the brand team gave me opportunities to activate larger concepts during expanded timelines. When I was tasked with visually showing how highly technical products can be made in an engaging way,
the easy-baked oven was born.

Sketches help turn complex
ideas into collaborative info

V1 was functional but missed
the mark, back to the
drawing board

3D modelling before sending
off for fabrication

I was excited to see my baby irl

On set, Bill Nye Science Guy meets How It's Made for weed

Final graphic promoting the
product launch and video series

GOOD SUPPLY started as a value brand with a logo and a colour. I worked with the in-house creative dept. to develop and implement an entire brand world that could expand across categories and channels, remain consistently legible, exciting, teach it's audience something interesting, and never, ever take itself too seriously.

Creative Direction: Emily Kalatzis, Copywriting: Geoff Jones, Art Direction: Millan Butler,
Designer: Cindy Khin, Brand Manager: Michelle Morin

2026 © ALL RIGHTS RESERVED

MILLAN BUTLER

TORONTO, CANADA