I make it or make it happen.

About

I am very fond of my family, dogs and matcha.
I am also an award-winning art director and creative lead. I’ve spent 25 years shaping stories through design. From my first days as a newspaper layout artist to leading national wellness and CPG brands that win awards and move markets. What’s never changed is my obsession with the “why” behind what people buy. I believe design should do more than sell; it should connect, evoke, and stay with someone long after the first impression.

I’ve led creative through every era of change. Print to digital, e-commerce to AI, building brands that feel as good as they look. Whether mentoring a team, developing packaging that stops someone in the aisle, or launching products that give wellness a new language, my goal is the same: make work that means something and spread joy, one product at a time.

My Creative Alchemy:

I’m a brand architect who builds CPG and DTC brands that stand out, scale fast, and stay emotionally relevant. My approach combines creative intuition with strategic rigor, using consumer psychology and data-driven insight to shape packaging, campaigns, and go-to-market systems that drive real growth. I’ve helped turn early-stage ideas into multi-million dollar brands by connecting strategy to design and design to conversion.

Titles and Services

Acquisition Preparation
A.I. Integration & Design
Brand Building
Creative/Art Director
DTC & CPG Design
Founder
Graphic Designer
NFT Creation and Deployment
Social Media Management & Content Creation
Sourcing
Team Building & Leadership

Clientele and Recognition:

Martha Stewart, Landry's, The Wynn Resort, MGM Entertainment, The Cosmopolitan Hotel and Casino, Caesars Entertainment, Canopy Growth, Wana Brands, Green Thumb Industries, The Hard Rock Hotel, Two Chicks Cocktails, Green Life Productions, Cannabiotix, Essence Brands, Claw Cannabis, Fleur, and Evergreen Organix.


PAC Design Awards - Best in Class Wana Lemonade Beverage
Top Women in Cannabis -Vegas Cannabis Magazine 
Best in State, NV - Evergreen Organix – Leafly 
Best of Las Vegas - Green Life Productions – Vegas Seven 

All works on this site are the property of Rachel Zimbelman and Why Workshop LLC.
More work available on whyworkshop.com

  • Claw Wellness

    Brand building is storytelling at its finest. The Claw rebrand started by fine-tuning the Claw mission statement and focused on what matters most to their customers, a intuitive buying experience.

    The update included a new color palette, logo, branding, messaging, p.o.s., merchandise, packaging, website and social media.

  • Culture Coffee

    CBD Infused Coffee.

    Naming, Branding, Logo Design and Packaging.

  • Bubble Tea Infused Boba Co.

    A Chill Better /Heal Better Tea option.

    Naming, Branding, Logo, Packaging

  • Kingston 10

    Chef created infused cooking and baking line. Branding created to balance clarity and energy. We utilized pops of color, unique fonts and icons in a clean and seamless style against a monochromatic background.

    Logo, Branding, Packaging, Social Media.

  • Cannabrewery

    3 Brews, 1 Aspirational Brand.

    Naming, Branding, Packaging, Product Development.

  • Juice Co.

    A colorful organic terpene derived vape line with a fun, fresh spin on cannabis branding available in multiple flavors and moods.

    Created the complete brand system as well as all copywriting, marketing, advertising, p.o.s. and new product branding.

  • Fleur

    This brand refresh will have you Returning to the Garden of Fleur for your premium, organic, cannabis flower in Nevada.

    Complete Brand Update. Copywriting, Advertising, Packaging.

  • Wana Beverages

    Feel the joy, Taste the wellness. Wana beverages are a celebration of the joy, creativity, and freedom that comes from truly feeling good. 

    Winner of PAC Global Best in Class Award - 2025

    Brand Systems Design, Packaging, Marketing, POS, Social Media.

  • "I had the pleasure of working closely with Rachel, and I can confidently say she’s one of the most talented and visionary Art Directors I’ve ever collaborated with. Rachel’s design skills are exceptional. Not only does she create beautiful, standout packaging, but she also brings a holistic vision to how that design comes to life across events, activations, and multiple mediums and channels."

    CIndy Gonzales - Wana Brands

  • “Rachel has created multiple products for Evergreen Organixand Fleur. All of which have helped elevate our brand. She has become an integral part of our product development and continues to play a major role in our branding. I appreciate the format of providing multiple options and narrowing down from there to build a final image and concept.”

    Jillian Nelson - Evergreen Organix, Fleur

  • “Rachel gave us a complete brand makeover. Our branding now matches the quality of our products. From thinking outside of the box to predicting trends with us in the market. She listened and respected all of our opinions and she is a strong part of our brands' team. We cannot thank Rachel enough!”

    Andrew Goldstien - Claw Cannabis