• Tokin Jew teams up with creative director Mitch Wiesen once again, this time for an alcohol-free THC and CBD-infused grape drink called L’Chaim: Fruit of the Vine.
• Leaning into the tongue-in-cheek branding Tokin Jew is known for, Wiesen created custom illustration and typography for the charming L’Chaim design.

Tokin’ Jew is no stranger to the tongue-in-cheek corner of CPG. In fact, it’s pretty much their entire bread and butter. Or in their case, I suppose we should say their entire challah and salt. (Does that work?)

As “a modern cannabis brand made by Jews, for Jews, and anyone else who likes to get chai,” Tokin Jew’s whole schtick is developing clever products using wordplay in their branding that sits at the intersection of Yiddish slang and cannabis culture. Founders Will Cohen and Ben Kraim have worked with creative director Mitch Wiesen on their overall branding and individual product designs since 2023; one of them, Tokin’ Jays, took home second place in the Tobacco & Cannabis category at our 2026 DIELINE Awards. Now, they’ve just launched their newest collaboration: L’chaim: Fruit of the Vine.