Slow Burn Edibles

Branding | UX Design | UI Design


Slow Burn is an edibles company that cultivates a safe and controlled, yet creative environment for new users to ease into the world of edibles. Using a customizable online experience and getting to know their customers, they are able to help new cannabis users find what they like.


To create a cohesive branding and packaging system that added to the unique experience of the brand, and to develop the brand’s online presence.


Graphis New Talent 2022 | Logo Design | Silver
Graphis New Talent 2022 | Branding System | Silver
AAF SA ADDY’S | Sales & Marketing | Silver


The trademark utilized a pictorial approach that combined a flame with a sloth to emphasize the name, Slow Burn. The name describes their aim to slowly introduce new cannabis users to edibles in a way that is mindful of their low tolerance level.
Primary Logo
Color Palette

A new way to ease into edibles

Gopher Bold | Display

You sound like someone we should get to know!

Gotham Book & Medium | Body

Packaging & Branding System

The packaging utilized a system of curated artwork that added to the personalized feeling of the experience. A customized label would be printed and adhered to each box that would contain the specific customer’s information regarding THC level, flavor, effects, etc. This allowed for a diverse, unique packaging system that remained feasible for budget and production.

Icon System

An emoji-like icon system was used consistently throughout all brand elements to represent the effects users would feel from consuming the edibles.
Social Media
New Flavor Alert
Instagram Feed
Effect Spotlight

The Digital Experience

A customizable online experience was important for the brand in order to put control in the user’s hands. Everyone has different tolerance levels, experiences, and goals when it comes to recreational cannabis, and newbies might not necessarily know where to even start. The idea was to create a profile-based setup that would allow the site to use the customer’s set preferences and information to guide them through an introduction to edibles.

User Persona & Target Audience

After talking to some recreational cannabis lovers, I created a user persona that represented Slow Burn’s target audience. Although Slow Burn is accessible to all lovers of edibles, they specifically market toward newcomers who may need a little bit of help navigating the world of edibles.

How Might We...

After researching the target audience and competitors on the market, I conducted an exercise to generate How Might We questions. This allowed me to organize my thinking into solutions for the user that would shape the online experience.

User Journey Map

Based on my HMW’s, I created a user journey map to lay out a suggested path for how the user would move through the quiz on the website.

Prototyping & Wireframing

Using an iterative process helped me by starting with rough layout sketches and refining them into wireframes and eventually a final product. Researching how cannabis could safely be consumed regarding medications, medical conditions, inexperience, etc. helped me to lay out a detailed questionnaire that would be used to help users through an introduction to edibles.

Usability Testing Round 1

Testing out my initial sketches with real users helped me to step back from my designs and see what was and wasn’t working for my users before making adjustments. I learned that there were some flaws in how I was asking the questions and there were confusions over how to follow the questionnaire.

And Round 2...

While some questions cleared up for my users when I moved on to wireframes, other questions took their place. My users were now able to see more clearly how to interact with the site, but wanted more information about some parts. Testing out my wireframes helped me to realize how designs never stop improving.

Some Final Usability Testing Results

By setting up an online user test for my designs, I could see how direct or indirect my user flow was for real people. I was also able to see where exactly users misclicked through my site so I could assess and refine my design.


“Follow the prompt to start customizing your edibles and set up your account”


“How easily understandable was this questionnaire (Rate 1-5)”


“Follow the prompts to customize your own edibles and place your order”

Final Outcome:
Setting Up Your Account

The user will be asked questions about their age and where they live for legality reasons, followed by questions about their health and experience with edibles so the site can make sure it is making the right recommendations.

Final Outcome:
Customizing & Placing Your Order

With the user’s profile all set up, the user can now sit back and let Slow Burn lead the way. Users can begin customizing their edibles and the site will make suggestions along the way.

Final Outcome:
Your Profile

This is where the user’s information is displayed from the initial questionnaire. The user can easily change their preferences and information at any time.
You know what you’re doing by now, why don't you take it from here? Feel free to interact with the quiz on this prototype.

Or click here to open the prototype in a new window.

Lessons Learned

This project was a great reminder of the importance of user testing. Especially with a topic as complex and personal as health, I was reminded to put my users first and make sure what I was saying was understandable and sensitive to the topic at hand.

With More Time & Resources

I would explore the process of users reordering the same chocolate bars from the “My Orders” tab on their profile page. I would also love to design an app that would allow users to go through the experience on their smartphones and add more engaging animations to the website.
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