The call for medical and recreational marijuana has grown considerably in the last couple decades and, along with it, the call branded marijuana packaging. According to an article from the Guardian, the cannabis industry has clocked in at a whopping $2.7 billion, an increase of 74% from last year. As with any growing industry, new vendors have come out of the woodwork. From celebrities with their own strains, to subscription services like Potbox, the industry has skyrocketed to the mainstream.
And while these vendors are surprisingly diverse, they all seem to come to the same conclusion: the proof is in the packaging.
New Markets. New Look.
The Guardian article draws attention to Potbox and how branded marijuana packaging was a key part of their strategy. Rebranding the entire marijuana scene, with all its stereotypes and preconceived notions, is no small order. But Potbox made a strong effort to create packaging that was less like the shady sandwich bag and more like upscale coffee. Similarly, Snoop Dogg’s line of cannabis hired one of the top graphic design firms in order to create packaging reminiscent of rich chocolate.
“We invested heavily in packaging, so consumers had a confidence when they saw the product it would be quality and have integrity – that was one of the early hallmarks of our brand,” Joe Hodas told the Guardian. Hodas is the chief marketing officer for Dixie, another international marijuana vendor. But this presentation packaging wasn’t just a marketing move, the packaging was also vital to complying with various states different regulations. This is one of the benefits of smaller packaging runs and digital print–the ability to change the information and aesthetics on the fly to better serve a market.
Plastic Makes Perfect.
PlasticsNews discovered a similar trend. Plastic inserts and containers are necessary for most cannabis-related products, but even those need to be designer, so as not to evoke the ‘used prescription bottle’ look associated with the closet days of marijuana use.
Whatever the source, branded marijuana packaging is being used to change perceptions and increase sales. One could say that producing marijuana is the easy part, evolving the industry is the real challenge.
The real question is how soon will we see a definitive, correlating packaging trend–like vaping and cigar-style boxes–in marijuana packaging?
Image: Potbox PR