HoHouse of Tiger is a private cannabis collective and members’ lounge based in Cape Town, offering a refined, community-centred experience for conscious cannabis users. The space brings together harm reduction, education, elevated living, and culture through curated products, immersive events, and a considered physical environment.

I hold ongoing responsibility for House of Tiger’s brand system — shaping how the brand is experienced across digital platforms, physical space, product touchpoints, and member communications. The work balances long-term narrative coherence with hands-on creative direction, ensuring the brand remains consistent, intentional, and operationally sustainable as it grows..

What I held:

Brand system & creative direction
Owning the overarching brand narrative and visual language across digital content, physical space, and evolving product touchpoints.

Content systems & storytelling
Designing and maintaining content systems across social, email, blog, and web — prioritising clarity, consistency, and longevity over reactive output.

Digital & community stewardship
Holding ongoing community-facing communication, aligning tone, education, and harm-reduction messaging with the brand’s values.

Applied brand extensions (including in-house packaging)
Designing and directing branded assets and in-house product packaging — not as surface decoration, but as functional brand extensions that translate the identity into physical, user-facing objects.

Experiential support
Supporting the curation and communication of events that bring the brand’s values into lived, communal experience.

The work is grounded in long-term thinking — building systems that allow the brand to grow without losing coherence, trust, or character.