Packaging refresh for new market regulations
Client
Strane
Studio
Humankind Studio
My role
Art direction
Packaging
Campaign
In America, individual states have the ability to legalize and regulate cannabis, and with that comes different packaging compliance too. While all states generally require a THC symbol displayed, some states limit the number of colors used, or deem some images too child-friendly.
According to its Department of Health and Senior Services, Missouri packaging must be “clearly and conspicuously labeled with ‘Marijuana’ or ‘Marijuana-infused product’ in a font size at least as large as the largest other font size used on the package including all logos, branding or any other artwork that may contain words, letter or characters.” Yikes! As a brand that loves to use its wordmark logo big and bold, Strane needed a way to adapt its packaging as it expanded into this new market.
Go big and go bold
In its favor, Strane places most of its product specific data on tamper tapes. For Missouri, we looked into keeping the main container consistent, which would help manage production costs, and add “marijuana” labeling on the tamper tapes. As a bold brand, Strane wasn’t afraid to label loudly too—the wider tape provided an opportunity to prominently display the THC %.
Data driven
Missouri’s educated consumers like to know what they’re buying so THC content and terpene preference are important to them. A slight container change from a flat puck to a squat jar provided more prime real estate to showcase each product’s makeup and include a custom top-5 terpenes visualization to break up the dense, yet mandatory variable data. Since these jars didn’t need tamper tapes, I incorporated bands of black in the chart and highlighting THC content to evoke classic Strane.