Written by Rob Hill
While every aspect of the cannabis industry has undergone major changes in the past five years, none have been more radical than those in retail packaging. Although some brands dedicated significant resources to their products’ shelf presence from the beginning, many others just now are beginning to realize the importance of presenting a solid brand identity in stores and consumers’ hands. The resulting change in the landscape is nothing short of extraordinary.
Among the most noticeable shifts has been movement away from shades of green, marijuana leaf iconography, and Rastafarian motifs. Bloom Farms was in the vanguard, presenting its boxed pre-rolls in classic foil with gently debossed type for a subtle touch of elegance. “Bloom Farms was one of the first brands to understand that in order for the industry as a whole to be legitimatized and taken seriously, outdated stereotypes needed to be shed in order to attract new and casual-use consumers,” said Michael Hester, founding principal and creative director for Pavement, a San Francisco-based design and packaging studio.
Other brands took notice. Companies began playing with size, shape, tactile experience, colors, and materials found in high-end mainstream retail packaging. Today, brands are spending big to hire heralded packaging and design firms and world-class consultants. They source materials from vintage tin companies and lavish paper mills. “As the cannabis and CBD markets have grown, Neenah has seen the demand for premium packaging evolve as well,” said Michelle Turner, brand manager for Wisconsin- and Georgia-based Neenah, a 100-year-old leader in the creation and manufacturing of papers for premium packaging and label applications. “Cannabis products are quickly becoming more mainstream, and experience shows high-end, luxury brands want to showcase their products with high-end packaging.”
Another major change? Chic yet sustainable packaging is en vogue—and in demand. “The increasing focus on sustainable packaging is great to see,” said Jesse Dixon, director of strategic sales at package engineering and manufacturing company GPA Global. “The seemingly collective goal to move packaging to be as earth-friendly as the product seems to be received well by consumers and industry professionals alike.” James Eichner, who co-founded Sana Packaging, said satisfying the demand for renewable and regenerative materials can be challenging. “Our core focus has always been on circular and sustainable cannabis packaging solutions, and we’ve seen a huge increase in demand lately,” he said. “It’s gotten to the point where we’re generating fifty-plus leads per week.” Sana develops containers not only from hemp and other plant fibers, but also from reclaimed ocean plastic.
Neenah’s Turner said her company keeps 30-percent to 100-percent post-consumer-waste options in stock to meet the demand from cannabis customers. The company also developed the first bright-white premium hemp fiber folding carton papers.
Other innovations like Hush-Kush’s Perma-B, a process consisting of coating the inner surface of pouches with a completely biodegradable beeswax-based natural compound, are gaining popularity too. Simple, efficient, smell-resistant, waterproof, size-customizable, and lightweight, the Hush-Kush pouch is the only product using the technology. “My partner and I have seen companies using a similar technology in the food industry,” said Hush-Kush co-founder Héloïse Fortier. “Learning about all the other great properties of beeswax, we had the idea to create a pouch for environmentally conscious cannabis brands who were looking for a fun, practical, and affordable carrying accessory that is customizable, able to carry five pre-rolls, and fits perfectly in a jeans pocket.”
That cannabis packaging has taken on mature sophistication is no small feat considering the obstacles and stumbling blocks that stand in the way. Regulations vary by state and are subject to spur-of-the-moment revision in some jurisdictions. Among them are rules about font and iconography sizes and colors, warnings, and required “out-front” information. The challenges can be frustrating, but they also create an environment ripe for creativity. “We’re starting to see some more thoughtful packaging,” said Courtney Zalewski, founder of creative agency Studio Good. “More and more brands are going the extra mile with details and printing techniques.”
Freelance retail packaging creative Gordana Perić indicated the industry’s metamorphosis is far from complete. “I am impressed with the progress and how quickly it got to the point of having so many beautifully packaged products,” she said. “At this pace, I have no doubt we will be seeing even more impressive packaging in the near future with more illustrative and typographic designs.”
READ MORE on 20 cannabis brands with package outside of the box. Full article here: http://bit.ly/420outsideofthebbox