Designing Dr.Midtown - A Killa Kevy Story
Designing the Look of Dr. Midtown
At Dr. Midtown, design isn’t an afterthought—it’s part of the product.
The visual identity of the brand is shaped by its lead graphic designer, Kevelyn Vargas, whose approach blends creativity with precision to create a look that feels both elevated and culturally grounded.
We sat down with Kevelyn Vargas to understand her perspective on design, her role within the company, and what excites her about the future of cannabis branding.
⸻
Design Philosophy
When asked to describe her style, she keeps it simple:
“I’d describe my design style as clean, intentional, and aware. Design is a mix of art and problem solving, but the overall look should still feel effortless.”
That balance—between structure and creativity—is at the core of her work. Every design decision is deliberate, but never forced.
In an industry as fast-moving as cannabis, that level of intention is what separates brands that blend in from those that stand out.
⸻
Standing Out in Cannabis
Walking into a dispensary, Kevelyn’s focus immediately goes to packaging.
“I’m always drawn to innovation in packaging design. It feels like each brand is solving a puzzle. The ones that stand out are the ones that are thoughtful and intentional, with a strong sense of identity.”
Rather than following trends, she studies how brands build identity through design—and how that translates in a retail environment.
For her, strong design isn’t just visual—it’s strategic.
⸻
The Creative Process
Every project begins with one core question:
“What story is the brand trying to tell?”
Once that’s clear, the design naturally follows.
This approach ensures that each visual element feels aligned with the brand, rather than added on top of it. The result is a cohesive experience—one that feels authentic at every touchpoint.
⸻
Balancing Premium and Culture
Dr. Midtown’s visual identity sits at the intersection of premium and street.
“It’s about knowing where to simplify and where to add character. A strong foundation keeps things premium, while subtle cultural references give the design personality and relevance.”
That balance is intentional. Clean layouts and refined structures create a luxury feel, while cultural influence keeps the brand rooted and relatable.
⸻
Her Role at Dr. Midtown
Kevelyn’s role extends beyond just creating visuals—it’s about shaping the brand itself.
“My role focuses on maintaining and evolving the visual identity. That includes packaging, marketing assets, and making sure everything feels cohesive and aligned.”
Each piece of design contributes to how the brand is experienced, from product packaging to digital presence.
“Every design decision impacts how people perceive the brand, so consistency and intention are key.”
⸻
Favorite Work
While she works across multiple areas, packaging and brand systems stand out as her favorite.
“I enjoy seeing how a product lives in the real world and how people interact with it. There’s something rewarding about seeing your work out there.”
Seeing designs move from concept to shelf is one of the most impactful parts of the role—especially in a retail-driven industry like cannabis.
⸻
Why Cannabis
The cannabis industry offers something unique: space to build.
“It’s a young industry with a lot of room to push creativity and help shape what cannabis branding can look like moving forward.”
Unlike more established industries, cannabis still has room for experimentation, making it a powerful space for designers to influence culture.
⸻
Designing in a Complex Industry
Cannabis design requires navigating
multiple layers—regulation, culture, and lifestyle.
“It sits at an interesting intersection. You have to be thoughtful about how you communicate visually while still making something that feels exciting and authentic.”
That balance is what makes the work both challenging and rewarding.
⸻
Looking Ahead
As the industry matures, Kevelyn sees branding evolving with it.
“Cannabis brands are becoming more like full lifestyle brands. The design is getting more elevated, more intentional, and more connected to culture.”
For Dr. Midtown, that evolution is already in motion.
At its core, Dr. Midtown’s design philosophy is about intention.Every detail is considered. Every visual has purpose. And every product reflects a brand that understands how important design is—not just for aesthetics, but for identity.