Breaking down cannabis packaging
The medical marijuana industry is no stranger to unique circumstances. Almost every aspect of the cannabis space differs in some way from any other industry. Of course, product packaging is no different.
Due to extensive oversight and regulation – which can change at almost anytime in Missouri through state rulemaking and statutory channels – packaging and product labeling can be a difficult space to navigate. How do companies balance safety, security, and regulation with their own quality standards and branding?
Tim Pickett is the Director of Project Management at Paradowski, a design agency in St. Louis. Pickett agrees that there are many unique packaging challenges in cannabis that present themselves, and he says they seem to be constantly changing. “Is the packaging child-proof? Is it detailed enough, and does it have accurate information about the strain? Correct weight, quantity, and potency? Is the packaging air and moisture resistant? Each state has its own specific set of rules that need to be followed.”
Lisa Jordan, VP of Marketing at CannaAdvisors, believes that compliance is the most necessary feature for cannabis packaging. She explains, “At its simplest, that means child-proofing everything. At the most complex, that is making labeling that doesn’t “junk up” your packaging, yet complies with all regulations. That can be a graphic designer’s nightmare and requires a good bit of creativity — and staying vigilant about knowing if and when regulations change.” Jordan encourages companies to keep up with changing state regulations, be an advocate in the community, and get to know their state and local regulators. Jordan says a presence in the community and a relationship with regulators can help give companies a voice when labeling and packaging regulations change.
Patrick Gaffney is the Creative Director at Mio, a St. Louis-based strategy and design agency. He believes that “ease of use, a clear indication of dose, and ingredients are a must” for cannabis product packaging.
Gaffney says that he has experienced some frustrating packaging in the cannabis market. “Whether the box is too difficult to open, too messy to deal with the product, or as simple as the mouth of a jar not being wide enough, cannabis companies need to consider every aspect of their packaging, especially functionality, not just the label,” Gaffney explains.
Steve John, the Creative Director at Paradowski, believes that a company’s packaging choice is proof they are in tune with their customers. He believes “simplicity of design is key” and “choosing a packaging option that seems ‘cool’ is often a frustration point for customers.” He continues by saying “innovative packaging is only valuable if it makes access or use of the product easier,” and if the product is problematic, a company won’t be seeing repeat customers. “Often, there’s a temptation to be too clever and overdo the creative. Strong branding works together with well thought out packaging” says John.
Gaffney, for his part, says the state’s regulations aren’t impossibly restrictive, and he doesn’t believe they pose many issues in terms of packaging, but one rule requiring opaque packaging that has been prevalent in other states could require cultivators who are wanting to tout their flower products to rely on their brand name to work around that.
Tough regulations for packaging cannabis do not allow cannabis companies to evade a competitive market. In fact, presenting their product well might be even more of a priority, and Gaffney believes packaging is one of the most important factors of presentation. “Packaging, in many cases, is the only way a person will interact with a brand. A consumer’s physical interaction with packaging can strengthen their affinity toward a brand or diminish the product experience.” Packaging can directly influence a customer’s desire to purchase the product, with many decisions being made solely on the label design. Gaffney reminds cannabis companies to ensure “your package conveys your brand essence, stands out from the competition, and communicates key brand attributes.” These should all be major factors in a company’s decision making process for packaging.
The competitive nature of the industry is one Jordan affirms and she reminds companies that packaging must “align with the overall approach of the brand” in order to compete.
If your brand is presenting itself as having a high-end or premium product, then the packaging has to match that. “It’s all about presenting an integrated and consistent brand image at every customer touchpoint — from name, logo, website, packaging, and product quality and experience,” says Jordan.
Gaffney and his team at Mio believe they are staying on top of emerging cannabis-packaging trends.
“From a design and marketing perspective, a clean, minimal visual aesthetic continues to dominate the marketplace. Brands including Flow Kana and Dosist represent this look and feel, backed by their brand messaging. Natural and handcrafted will continue to be a trend, especially amongst brands that position themselves as sustainable, curated, or family-run,” Gaffney says.
Gaffney also points to Plus Products, a cannabis company known for its CBD gummies, as a packaging example to learn from. The company color codes their labels for an easier customer experience and provides an easy to open the package that keeps the product fresh.
Businesses in the emerging Missouri market that are new to the cannabis space have some established industry leaders to compete with. Those already active in the cannabis space have had the benefit of working out their kinks as the market changed. While some may have already worked out the kinks, most of Missouri’s newly licensed cultivators, manufacturers, and dispensaries will all get the opportunity to introduce themselves to Missouri’s patients over the coming year.
While facilities get their identity solidified and look to packaging, the Missouri state legislature has legislation to consider regarding medical marijuana packaging restrictions that go beyond the current policy. This same bill was filed last year, not making substantial progress.