Branding and creative for cigars, spirits, weed, and other regulated industries.
Senior-led identity, brand systems, campaigns, print and digital for industries where the rules change every quarter and the platforms would rather you didn’t exist. We work there on purpose.
Services
What we do.
Identity, packaging, and the site it all lives on. Most projects start with a mix of these.
- Logo & identity design
- Packaging & label design
- Naming & brand strategy
- Website design
- Brand guidelines
Everything that takes it to market, on shelf and on screen. Usually several of these at once.
- Marketing campaigns
- Product launch creative
- Retail & POS design
- Motion design
- Digital, social & print
Ongoing design for teams that ship all year. The scope is whatever you actually need.
- Campaign strategy
- Content creation
- New release packaging
- Sales collateral design
- Ongoing SEO support
Branding, campaigns, and ongoing creative, built and run by the same people.
View our servicesHow we work
We keep it small.
That's the pitch.
Most agencies win the pitch with senior people, then quietly hand your brand to a project manager. We don't. We take on a set number of cigar, spirits, tobacco, wine, and cannabis brands at a time, on purpose, so the people you meet are the people doing the work.
A set number of brands.
On purpose.
We cap how much work we take on at once, so every brand gets real attention instead of a spot in a long queue.
You work with the
people doing the work.
No project manager relaying messages to a team you never meet. You talk directly to the people designing your brand.
No bloated team
you never hear from.
You are not paying for layers of account staff. Small, senior, and accountable is the whole model, and it is why the work is better.
Who we are for
Not built for everyone.
We're not for everyone, and we're fine saying so. We do our best work with brands willing to take a position, to look like themselves and not like the shelf they're sitting on.
If you want creative that tests well and offends absolutely no one, that's the catch. It doesn't exist. There's only work aimed at no one, and a brand aimed at no one is one nobody remembers. We'd rather make something for the people who actually matter to your brand than something for the whole planet.
The hard part
Bold, not reckless.
In regulated categories, the hard part isn't making it look good.
Platform ad bans
Meta, Google, and TikTok will not sell you reach in most of these categories. The work has to earn attention without paid distribution behind it.
Retail rules
Rules shift by category, then again by chain, then again by state. What clears in one account gets pulled in the next, and the work has to survive both.
Label requirements
We design around the warnings and panels instead of bolting them on at the end. Mandatory copy gets its space in the first layout, not the last revision.
Approval on everything
Nothing ships on the first pass. Everything gets signed off, so we build files that absorb rounds of changes instead of falling apart when they come back.
The work has to clear all of it and still stand out. That is the part we are good at.
We have worked inside cigars, spirits, and cannabis long enough to know what gets flagged before it does.
Two decades of branding and creative experience spanning Scandinavian Tobacco Group, Luxury Cigar Club, Room101, Caldwell Cigar Co., Wildfire, Premium Cigar Association, Cornell & Diehl, Drew Estate, Diplomático, Smokingpipes, Weedmaps, El Titan de Bronze, Mombacho, Laudisi, John Drew Brands, and Lost & Found.
Experience spanning
20+ Years
Experience spanning Hellbeing partnerships, collaborations, and prior leadership roles.
In their words
Don't take our word for it.
“Her ability to blend consumer insight, brand strategy, and commercial thinking results in recommendations that are both inspiring and actionable.”
Scandinavian Tobacco Group
Matt Wilson, Senior Brand Manager, Macanudo & Room101
Hellbeing has been an outstanding strategic partner, and Jax Sears has played a key role in that success. Her ability to blend consumer insight, brand strategy, and commercial thinking results in recommendations that are both inspiring and actionable. Beyond the quality of the work, Jax is a trusted collaborator who approaches every engagement with professionalism, passion, and a strong commitment to delivering value. I highly recommend Jax and Hellbeing to any team seeking a smart, innovative, and reliable partner.
“She is able to quickly strip away the distractions and dig deep into what is going to drive a positive experience to help move the business forward.”
Weedmaps
Nick Holt, Creative Director
Jaclyn is a creative leader who brings strategy, human sense, and business acumen into every challenge that rolls across her desk. I had the pleasure of hiring and watching her grow through an exciting industry and hyper-growth organization that delivered compelling solutions across major culture moments, pivotal SaaS products, and content expressions. She is able to quickly strip away the distractions and dig deep into what is going to drive a positive experience to help move the business forward. Her collaborative energy is contagious and immediately creates a safe space for everyone involved to feel included in the effort at hand while remembering that laughter brings out the best in people. I thoroughly encourage any organization to bring her in for immediate impact and can’t wait to see what trail she hits next in her career.
“Hellbeing is a creative and strategic powerhouse, headed by a competent operator who is as powerful a creative mind as she is a strategist.”
Room101
Matt Booth, Founder, Owner
“
I've worked with Hellbeing's founder for over a decade, and what sets them apart is their ability to combine business strategy with exceptional creative work. They played an important role in the growth of both Caldwell and Lost & Found through brand strategy, product development, marketing, and identifying opportunities that moved both companies forward. They consistently see the bigger picture and know how to cut through the noise to focus on what actually matters.
Caldwell Cigar Co.
Robert Caldwell
Founder, Owner
“
Hellbeing is much more than a creative agency. They bring a rare combination of branding, marketing, business strategy, and execution that has helped us strengthen our brand and uncover new opportunities for growth. They don't just ask what something should look like. They ask why it matters, who it's for, and how it supports the bigger picture. That level of strategic thinking has made them a valuable partner for Luxury Cigar Club.
Luxury Cigar Club
Chris Doyle
Founder, Co-owner
“
I've had the pleasure of working with Hellbeing and the owner Jaclyn on a wide range of projects over the years, from web design to event logos, brochures, and countless marketing pieces. They consistently deliver creative work that exceeds expectations. Jaclyn is responsive, thoughtful, and always finds a way to bring ideas to life while making the process feel effortless. I know I can count on her to do great work, meet deadlines, and care about the final product as much as I do. They've been a valuable creative partner that I'd recommend without hesitation.
Premium Cigar Association
Antoine Reid
Senior Director of Marketing & Communications
“
There's nobody better at branding and creative in regulated spaces than Hellbeing, and it's not even close. They're our most trusted partner for brand-building and creative. They build better brand and digital systems than anyone else in the space, and they communicate and collaborate better than anyone else. If you're looking to grow your brand in a regulated space, you have to work with Hellbeing.
Dairy Air Digital Media
Rich Kasper
Founder, Owner
“
I've worked with Hellbeing's founder for over a decade, and what sets them apart is their ability to combine business strategy with exceptional creative work. They played an important role in the growth of both Caldwell and Lost & Found through brand strategy, product development, marketing, and identifying opportunities that moved both companies forward. They consistently see the bigger picture and know how to cut through the noise to focus on what actually matters.
Caldwell Cigar Co.
Robert Caldwell
Founder, Owner
“
Hellbeing is much more than a creative agency. They bring a rare combination of branding, marketing, business strategy, and execution that has helped us strengthen our brand and uncover new opportunities for growth. They don't just ask what something should look like. They ask why it matters, who it's for, and how it supports the bigger picture. That level of strategic thinking has made them a valuable partner for Luxury Cigar Club.
Luxury Cigar Club
Chris Doyle
Founder, Co-owner
“
I've had the pleasure of working with Hellbeing and the owner Jaclyn on a wide range of projects over the years, from web design to event logos, brochures, and countless marketing pieces. They consistently deliver creative work that exceeds expectations. Jaclyn is responsive, thoughtful, and always finds a way to bring ideas to life while making the process feel effortless. I know I can count on her to do great work, meet deadlines, and care about the final product as much as I do. They've been a valuable creative partner that I'd recommend without hesitation.
Premium Cigar Association
Antoine Reid
Senior Director of Marketing & Communications
“
There's nobody better at branding and creative in regulated spaces than Hellbeing, and it's not even close. They're our most trusted partner for brand-building and creative. They build better brand and digital systems than anyone else in the space, and they communicate and collaborate better than anyone else. If you're looking to grow your brand in a regulated space, you have to work with Hellbeing.
Dairy Air Digital Media
Rich Kasper
Founder, Owner
“
I've worked with Hellbeing's founder for over a decade, and what sets them apart is their ability to combine business strategy with exceptional creative work. They played an important role in the growth of both Caldwell and Lost & Found through brand strategy, product development, marketing, and identifying opportunities that moved both companies forward. They consistently see the bigger picture and know how to cut through the noise to focus on what actually matters.
Caldwell Cigar Co.
Robert Caldwell
Founder, Owner
“
Hellbeing is much more than a creative agency. They bring a rare combination of branding, marketing, business strategy, and execution that has helped us strengthen our brand and uncover new opportunities for growth. They don't just ask what something should look like. They ask why it matters, who it's for, and how it supports the bigger picture. That level of strategic thinking has made them a valuable partner for Luxury Cigar Club.
Luxury Cigar Club
Chris Doyle
Founder, Co-owner
“
I've had the pleasure of working with Hellbeing and the owner Jaclyn on a wide range of projects over the years, from web design to event logos, brochures, and countless marketing pieces. They consistently deliver creative work that exceeds expectations. Jaclyn is responsive, thoughtful, and always finds a way to bring ideas to life while making the process feel effortless. I know I can count on her to do great work, meet deadlines, and care about the final product as much as I do. They've been a valuable creative partner that I'd recommend without hesitation.
Premium Cigar Association
Antoine Reid
Senior Director of Marketing & Communications
“
There's nobody better at branding and creative in regulated spaces than Hellbeing, and it's not even close. They're our most trusted partner for brand-building and creative. They build better brand and digital systems than anyone else in the space, and they communicate and collaborate better than anyone else. If you're looking to grow your brand in a regulated space, you have to work with Hellbeing.
Dairy Air Digital Media
Rich Kasper
Founder, Owner
“
I've worked with Hellbeing's founder for over a decade, and what sets them apart is their ability to combine business strategy with exceptional creative work. They played an important role in the growth of both Caldwell and Lost & Found through brand strategy, product development, marketing, and identifying opportunities that moved both companies forward. They consistently see the bigger picture and know how to cut through the noise to focus on what actually matters.
Caldwell Cigar Co.
Robert Caldwell
Founder, Owner
“
Hellbeing is much more than a creative agency. They bring a rare combination of branding, marketing, business strategy, and execution that has helped us strengthen our brand and uncover new opportunities for growth. They don't just ask what something should look like. They ask why it matters, who it's for, and how it supports the bigger picture. That level of strategic thinking has made them a valuable partner for Luxury Cigar Club.
Luxury Cigar Club
Chris Doyle
Founder, Co-owner
“
I've had the pleasure of working with Hellbeing and the owner Jaclyn on a wide range of projects over the years, from web design to event logos, brochures, and countless marketing pieces. They consistently deliver creative work that exceeds expectations. Jaclyn is responsive, thoughtful, and always finds a way to bring ideas to life while making the process feel effortless. I know I can count on her to do great work, meet deadlines, and care about the final product as much as I do. They've been a valuable creative partner that I'd recommend without hesitation.
Premium Cigar Association
Antoine Reid
Senior Director of Marketing & Communications
“
There's nobody better at branding and creative in regulated spaces than Hellbeing, and it's not even close. They're our most trusted partner for brand-building and creative. They build better brand and digital systems than anyone else in the space, and they communicate and collaborate better than anyone else. If you're looking to grow your brand in a regulated space, you have to work with Hellbeing.
Dairy Air Digital Media
Rich Kasper
Founder, Owner
“
If you're looking for THE finger-on-the-pulse creative team to revolutionize your marketing strategy, look no further than Hellbeing. Without Jax and the team we would be lost navigating web design, SEO, and AI in the 2026 landscape. We're happy to have found such a remarkable partner to keep us cutting edge.
Summit Cigar Co.
Matt Waris
Owner
“
Working with Hellbeing has been one of the best moves we made for our brand. They took on our website and understood exactly what we wanted without us having to over-explain it. The design work is top tier, communication is fast, and they treat your brand like it is their own. They also know how to work inside categories that come with heavy restrictions, which most agencies cannot handle. Highly recommend.
Blackwater Ink
Jonathan Perkins
Founder, Owner
“
Hellbeing helped me develop an identifiable and catchy visual identity for my brand, Scary Plants. I gave Jaclyn a mood board and she worked with me to develop something perfectly representative of what I had in mind. This has blossomed into a fruitful partnership, and Hellbeing is now my go-to creative agency for myself and my clients.
Scary Plants Media
Lesley Nickus
Founder, Owner
“
If you're looking for THE finger-on-the-pulse creative team to revolutionize your marketing strategy, look no further than Hellbeing. Without Jax and the team we would be lost navigating web design, SEO, and AI in the 2026 landscape. We're happy to have found such a remarkable partner to keep us cutting edge.
Summit Cigar Co.
Matt Waris
Owner
“
Working with Hellbeing has been one of the best moves we made for our brand. They took on our website and understood exactly what we wanted without us having to over-explain it. The design work is top tier, communication is fast, and they treat your brand like it is their own. They also know how to work inside categories that come with heavy restrictions, which most agencies cannot handle. Highly recommend.
Blackwater Ink
Jonathan Perkins
Founder, Owner
“
Hellbeing helped me develop an identifiable and catchy visual identity for my brand, Scary Plants. I gave Jaclyn a mood board and she worked with me to develop something perfectly representative of what I had in mind. This has blossomed into a fruitful partnership, and Hellbeing is now my go-to creative agency for myself and my clients.
Scary Plants Media
Lesley Nickus
Founder, Owner
“
If you're looking for THE finger-on-the-pulse creative team to revolutionize your marketing strategy, look no further than Hellbeing. Without Jax and the team we would be lost navigating web design, SEO, and AI in the 2026 landscape. We're happy to have found such a remarkable partner to keep us cutting edge.
Summit Cigar Co.
Matt Waris
Owner
“
Working with Hellbeing has been one of the best moves we made for our brand. They took on our website and understood exactly what we wanted without us having to over-explain it. The design work is top tier, communication is fast, and they treat your brand like it is their own. They also know how to work inside categories that come with heavy restrictions, which most agencies cannot handle. Highly recommend.
Blackwater Ink
Jonathan Perkins
Founder, Owner
“
Hellbeing helped me develop an identifiable and catchy visual identity for my brand, Scary Plants. I gave Jaclyn a mood board and she worked with me to develop something perfectly representative of what I had in mind. This has blossomed into a fruitful partnership, and Hellbeing is now my go-to creative agency for myself and my clients.
Scary Plants Media
Lesley Nickus
Founder, Owner
“
If you're looking for THE finger-on-the-pulse creative team to revolutionize your marketing strategy, look no further than Hellbeing. Without Jax and the team we would be lost navigating web design, SEO, and AI in the 2026 landscape. We're happy to have found such a remarkable partner to keep us cutting edge.
Summit Cigar Co.
Matt Waris
Owner
“
Working with Hellbeing has been one of the best moves we made for our brand. They took on our website and understood exactly what we wanted without us having to over-explain it. The design work is top tier, communication is fast, and they treat your brand like it is their own. They also know how to work inside categories that come with heavy restrictions, which most agencies cannot handle. Highly recommend.
Blackwater Ink
Jonathan Perkins
Founder, Owner
“
Hellbeing helped me develop an identifiable and catchy visual identity for my brand, Scary Plants. I gave Jaclyn a mood board and she worked with me to develop something perfectly representative of what I had in mind. This has blossomed into a fruitful partnership, and Hellbeing is now my go-to creative agency for myself and my clients.
Scary Plants Media
Lesley Nickus
Founder, Owner
“
I've worked with Hellbeing's founder for over a decade, and what sets them apart is their ability to combine business strategy with exceptional creative work. They played an important role in the growth of both Caldwell and Lost & Found through brand strategy, product development, marketing, and identifying opportunities that moved both companies forward. They consistently see the bigger picture and know how to cut through the noise to focus on what actually matters.
Caldwell Cigar Co.
Robert Caldwell
Founder, Owner
“
Hellbeing is much more than a creative agency. They bring a rare combination of branding, marketing, business strategy, and execution that has helped us strengthen our brand and uncover new opportunities for growth. They don't just ask what something should look like. They ask why it matters, who it's for, and how it supports the bigger picture. That level of strategic thinking has made them a valuable partner for Luxury Cigar Club.
Luxury Cigar Club
Chris Doyle
Founder, Co-owner
“
I've had the pleasure of working with Hellbeing and the owner Jaclyn on a wide range of projects over the years, from web design to event logos, brochures, and countless marketing pieces. They consistently deliver creative work that exceeds expectations. Jaclyn is responsive, thoughtful, and always finds a way to bring ideas to life while making the process feel effortless. I know I can count on her to do great work, meet deadlines, and care about the final product as much as I do. They've been a valuable creative partner that I'd recommend without hesitation.
Premium Cigar Association
Antoine Reid
Senior Director of Marketing & Communications
“
There's nobody better at branding and creative in regulated spaces than Hellbeing, and it's not even close. They're our most trusted partner for brand-building and creative. They build better brand and digital systems than anyone else in the space, and they communicate and collaborate better than anyone else. If you're looking to grow your brand in a regulated space, you have to work with Hellbeing.
Dairy Air Digital Media
Rich Kasper
Founder, Owner
“
If you're looking for THE finger-on-the-pulse creative team to revolutionize your marketing strategy, look no further than Hellbeing. Without Jax and the team we would be lost navigating web design, SEO, and AI in the 2026 landscape. We're happy to have found such a remarkable partner to keep us cutting edge.
Summit Cigar Co.
Matt Waris
Owner
“
Working with Hellbeing has been one of the best moves we made for our brand. They took on our website and understood exactly what we wanted without us having to over-explain it. The design work is top tier, communication is fast, and they treat your brand like it is their own. They also know how to work inside categories that come with heavy restrictions, which most agencies cannot handle. Highly recommend.
Blackwater Ink
Jonathan Perkins
Founder, Owner
“
Hellbeing helped me develop an identifiable and catchy visual identity for my brand, Scary Plants. I gave Jaclyn a mood board and she worked with me to develop something perfectly representative of what I had in mind. This has blossomed into a fruitful partnership, and Hellbeing is now my go-to creative agency for myself and my clients.
Scary Plants Media
Lesley Nickus
Founder, Owner
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Tell us what you're up against.
A project, a launch, ongoing support, or an idea you're still shaping, we want to hear about it. That's the work we're built for.