Three posters advertising Strane products in Missouri

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.

Strane Stash packaging transition with a wide tamper tape for Missouri
Strane Stash pre-roll tubes and joints

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.

Strane Stash carts ad advising "spend the rest on crypto"
Strane Missouri flower ad with a smoke illustration
Stash pre-roll ad saying "spend the rest on pizza"