DEBUNK Core 510 Vape Relaunch
Originally launched as the Flavour Spectrum family, the DEBUNK core 510-thread vapes offered a high-potency blend of CO₂-extracted distillate and winterized full-spectrum oil, enhanced with bold custom terpene profiles. While the flavours were well-loved in market, inconsistent hardware performance undermined consumer trust and conflicted with DEBUNK’s core values of quality, transparency, and technical excellence. This relaunch introduced upgraded hardware and a name shift to better reflect the product’s place within the DEBUNK portfolio and to prove that legal weed can hit hard, taste great, and stay reliable.
Company: Motif Labs (Organigram)
Brand: DEBUNK
Art Direction: Hilary Lucio
Creative Direction: Amanda Boltë
Design: Hilary Lucio, Carly Krause
The goal for this project was twofold: rebuild trust and reignite excitement. With upgraded hardware and a stronger product identity, we set out to show both retailers and consumers that we heard their feedback and were stepping up to the plate to deliver a better, more reliable product. Focusing on retailer engagement through transparent, confidence-boosting education was crucial for this project, as their buy-in has a direct impact on consumer purchasing decisions. But this wasn’t just a technical update—it was a brand moment. We needed to get people genuinely excited again with standout creative and a tone that captured DEBUNK’s no-fluff confidence.
The biggest challenge was walking the line between reassurance and hype. We had to win back trust from retailers and consumers, while getting them excited about what’s next. The original hardware had left a mark, so the relaunch needed to feel like a confident evolution, not a cover-up. That meant building transparent, education-forward messaging that didn’t kill the vibe —especially in a highly regulated space where claims are limited. The solution was a blend of fact-first storytelling and visual energy, amplified by a merch strategy built to spark engagement.
To bring DEBUNK back to its roots — refined edge, technical integrity — we focused on visual storytelling that felt bold and grounded through the combination of moody, natural textures and strain-inspired elements, all positioned to allow for the new hardware to take centre stage. This balance of grit and polish tied back to DEBUNK’s values and created strong, ownable visuals to empower strain fandom. We also rolled out a heavy merch push — custom hoodies, skateboard decks, bags, and stickers — designed to excite both retailers and consumers. Hoodie designs blended linocut detail with graffiti influence, merging traditional, refined quality with modern innovation to reflect the brand foundations. The hoodies and skateboards continue to be obsessed over well after the initial drop — proof that we hit the mark.
