Founded in 2017 by a second generation confectioner, Mark Bergquist of Woah Candy Co. is the Willy Wonka of cannabis-infused goodies. Growing up in his family’s sweet shop, his mother taught him the ins and outs of cooking and baking at an early age, all of which got passed down by his grandmother.

It also helps to have a top-secret family recipe for slow-cooked honey caramel, because cannabis sure goes down a lot easier with sweet, sweet caramel.

We reached out to principal and creative director Micheal Heaster of the Oakland-based branding and strategy firm Pavement to learn about the process behind the designs for Woah Candy’s dazzling edibles and the challenges of branding a product in an oversaturated cannabis market.