The subject of this graduate thesis is the design of a package of medical cannabis products "HemPet". The product is brand new in the Croatian and European markets. The theoretical part of the paper describes how important is the visual identity of customers and what elements contribute most to the recognition of a company or a product of competition while the practical part solves the problem of visual identity in order to achieve better recognition and positioning in the market. The designing process involves several phases: gathering information, market research that includes analysis of related products, positioning and strategy, defining the parameters of visual identity. The significance of the visual identity itself, its characteristics such as typography, shape, color, concept and comparison of the quality of different conceptual solutions to each other will be explored. Visual identity can be targeted to design so that the overall concept is fully and in line with the value of the product for which it is intended. In addition, by interviewing the target group of users on the Croatian and European markets, we want to find out which visual codes are attractive to individual market users, how they interpret messages, as well as their desires, needs, habits and values.