Jared Mirsky10.29.20
Strain specificity may work with some connoisseur-focused brands in certain markets, but now it has become secondary when identifying the intended experience a consumer will have with cannabis or CBD products.
Much like the traditional CPG world, you'll notice major brands in categories like coffee, beer, wine and even milk all use what's called a ‘global packaging language.’ This is used across brands globally to ensure the consumer experience is easier and memorable.
That said, cannabis and CBD both fall into three categories—medical, recreational, and wellness—making it nearly impossible to develop a global packaging language.
The cannabis industry used—and many “new” states still use—Indica, Sativa, and Hybrid as a way to differentiate the experience, but that has now been deemed a bit of a myth given most products are considered hybrids. One may just be more Sativa-dominant or Indica-dominant, but that doesn't look or sound sexy on packaging.
Brands in both industries, CBD and Cannabis can now create their own unique packaging language, giving each brand the ability to communicate the effects of their products in a much more unique and distinguishable way.
When we examine wine, you’ll notice that most if not all wine brands use the same description as to the intended experience, Cabernet, Burgundy, Bordeaux, and so on.
So how can we apply this to cannabis?
So how can we apply this to cannabis? Well, we can and we can’t. As of now, there are no fully-national THC brands yet, like in wine and beer.Because of the rules and regulations imposed on each state, it makes it very difficult to create a global packaging language. While it’s possible, many have failed. Because of this, unlike the traditional CPG world, there are no major players big enough yet to create a universal language that each brand would or could adopt.
However, you can create a language for your packaging, much like wine, that’s based on strain specificity and the origin as well as your customer personas combined. This will allow you to get creative when coming up with a packaging language of your own.
For example, if your focus is in the recreational category with a niche selling THC joints to consumers who love gaming, new technology and social media, you might consider naming your products something like, Reset, Power, Play, or even Game Over, if you really have some potent stuff.
On the subject of potency, it doesn’t always matter.
There are many strains that are less potent than others but have more medicinal properties. So if your THC brand is focused on wellness and you also sell joints, you might consider naming your products after something that eludes to helping consumers transition from cigarettes to cannabis.
At the end of the day, when it comes to designing and developing packaging in the cannabis and CBD world, you can’t afford to miss these crucial opportunities to differentiate yourself.
Photos Above
In the first image in the slider above, Tree Rolls, in collaboration with Derek Muller, creative director of Wick & Mortar, established a unique opportunity to leverage their brand name while establishing their packaging language.As you can see, the variety of blends reflect different type of trees. Sequoia, Palm and Aspen represent the forest, beach and mountains respectively. These are also the names of three distinct species of trees.
The flavors correspond to the trees, so Sequoia features earthy terpenes, Palm features sweet terpenes and Aspen features citrus terpenes. Then to tie it all together, we formed a partnership with Trees.org, so for every Tree-Rolls product sold, a tree is planted to help sustain the environment and communities in need. (#PuffPuffPlant)
These themes are strategic and allow us to create a visual language that is dynamic and easy to understand. (Photo provided by Wick & Mortar)
In the next photo, Canndescent capitalizes on having its own unique packaging language. (Photo provided by Canndescent.)
