BXP - Vol 4 No 6 August/September 2020 - 18

18

the Company that is special and unique?

of brand blocking and reduce visual clutter

"The answers to these questions provides

we've offset the main BCC logo from the

the path forward to branding and package

warning labels and increased the size of the

design," Gauger says. "The Santa Barbara

THC icon far beyond the minimum in order

Coast, where the cannabis is grown, had

to maximize the allowable logo size," Webb

an important influence on the design. We

says.

wanted the packaging to capture and reflect
the fresh air, gentle ocean breezes and warm
sunshine of this idyllic environment."
OH CANADA!

THC VS. NON-THC
Autumn Brands's logo is
meant to convey human
balance.

Shannon Gabor, the founder and CEO of
Los Angeles-based branding agency, Clever
Creative, works on both THC and non-THC

Matt Webb, partner with Vancouver-based

products within the cannabis industry and

Webb Creative, specializes in cannabis

that distinction defines how she approaches

packaging and branding, with clients such

the full brand development through to

as Broken Coast, Citizen Stash and others in

packaging.

accordance with Health Canada's regulations.

"Our work starts with immersion to

In Canada, packaging is only allowed to

understand the consumer landscape and

have a logo and brand name, as well as a

personas," she says. "From there, our teams

single flat color. Therefore, his strategy has

form strategy, design and production meet

been to maximize the amount of space given

to identify the creative positioning for the

to brand elements, which he notes is often as

brand and how the packaging design will

much as he's able to do on the label design

support the benchmarks of the client's

itself.

identified business expectations."

"Due to the labelling design limitations

For Hello Again, the first-ever all-natural

imposed by the Cannabis Regulations, phys-

line of cannabis-infused menopause care

ical container selection and differentiation

products for women in the menopause

has become much more important," Webb

stage of life, it required her to look more at

says. "Many brands are investing heavily in

the skincare/beauty space for starting point

high-quality, custom colored containers to

inspiration.

increase the impression of quality and to

While for Preserve, a premium-cured

create more effective brand blocking in retail

cannabis cartridge product, which attracts

stores."

the cannabis lifestyle consumer looking

Overall brand visibility, in-store displays

for a pure cannabis experience, she aimed

and ultimately a brand's quality-to-price ratio

more for a design around heritage, process

are the most influential for most consumers,

and weed-culture.

which is why a look could be the difference

"On that project, the actual componen-

maker.

try of the packaging experience was high

For instance, when designing packaging

priority," Gabor says. "We sourced a fully

for Broken Coast Cannabis, prior to legaliza-

compostable tube for the vape cartridge

tion, a traditionally designed label was used

and ensured for our client that all outer

and produced using a combination of solid

packaging was also eco-friendly and sus-

PMS colors and metallic inks. After legal-

tainable. The work we do heavily relies on

ization, the only elements of the previous

the foundation work we establish, which

packaging that were allowed to be carried

then informs creatively how we want to po-

forward were the background colors, strain
name and BCC logo at newly specified sizes.
"In an attempt to retain some element

City Trees' topography
design looks to tell an
outdoor adventure story.

A U G U S T/ S E P T E M B E R 2 0 2 0 | B R A N D E X P E R I E N C E

sition the brand and effectively design the
packaging experience." ◆



BXP - Vol 4 No 6 August/September 2020

Table of Contents for the Digital Edition of BXP - Vol 4 No 6 August/September 2020

BXP - Vol 4 No 6 August/september 2020
Editor’s Letter
The Scene
Chief Experience Officer Series: Joe Hodas
Innovative Startup Leverages a Knack for Partnerships and Wicked Designs to Disrupt the Candle Market
A Look at Branding and Package Design for the Legalized Cannabis Market
A Multi-Part Series About Marketing to Modern Families
The Toolbox: Product Focus on Packaging for Cannabis
Index of Advertisers
BXP - Vol 4 No 6 August/September 2020 - Intro
BXP - Vol 4 No 6 August/September 2020 - BB1
BXP - Vol 4 No 6 August/September 2020 - BB2
BXP - Vol 4 No 6 August/September 2020 - BXP - Vol 4 No 6 August/september 2020
BXP - Vol 4 No 6 August/September 2020 - Cover2
BXP - Vol 4 No 6 August/September 2020 - 1
BXP - Vol 4 No 6 August/September 2020 - 2
BXP - Vol 4 No 6 August/September 2020 - 3
BXP - Vol 4 No 6 August/September 2020 - 4
BXP - Vol 4 No 6 August/September 2020 - 5
BXP - Vol 4 No 6 August/September 2020 - Editor’s Letter
BXP - Vol 4 No 6 August/September 2020 - 7
BXP - Vol 4 No 6 August/September 2020 - The Scene
BXP - Vol 4 No 6 August/September 2020 - 9
BXP - Vol 4 No 6 August/September 2020 - Chief Experience Officer Series: Joe Hodas
BXP - Vol 4 No 6 August/September 2020 - 11
BXP - Vol 4 No 6 August/September 2020 - 12
BXP - Vol 4 No 6 August/September 2020 - Innovative Startup Leverages a Knack for Partnerships and Wicked Designs to Disrupt the Candle Market
BXP - Vol 4 No 6 August/September 2020 - 14
BXP - Vol 4 No 6 August/September 2020 - 15
BXP - Vol 4 No 6 August/September 2020 - A Look at Branding and Package Design for the Legalized Cannabis Market
BXP - Vol 4 No 6 August/September 2020 - 17
BXP - Vol 4 No 6 August/September 2020 - 18
BXP - Vol 4 No 6 August/September 2020 - A Multi-Part Series About Marketing to Modern Families
BXP - Vol 4 No 6 August/September 2020 - 20
BXP - Vol 4 No 6 August/September 2020 - 21
BXP - Vol 4 No 6 August/September 2020 - 22
BXP - Vol 4 No 6 August/September 2020 - 23
BXP - Vol 4 No 6 August/September 2020 - 24
BXP - Vol 4 No 6 August/September 2020 - 25
BXP - Vol 4 No 6 August/September 2020 - The Toolbox: Product Focus on Packaging for Cannabis
BXP - Vol 4 No 6 August/September 2020 - 27
BXP - Vol 4 No 6 August/September 2020 - Index of Advertisers
BXP - Vol 4 No 6 August/September 2020 - Cover3
BXP - Vol 4 No 6 August/September 2020 - Cover4
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