As the cannabis vaporizer pen market explodes across the country at a rapid pace, a wide array of package designs appear, many of which reflect fast turn-around production and cluttered, confusing design. Bloom Farm approached Pavement with a desire to stand out in the marketplace with a sophisticated and instantly recognizable brand image that would become the high standard for the category.
After performing an audit of the current marketplace, it was determined that the medical marijuana market was flooded with packaging and branding generally appealed to the “stoner” crowd. Brands were generally overly flashy, lacked production value and often went against everything the medical marijuana industry is trying to build: legitimacy. With the unique opportunity to create a brand that stood out through sophistication and authenticity, Pavement had the unique opportunity to innovate – aiming to create a highly intricate custom packaging structure to signal trust to the customer, but one that was still catchy and fun. Ultimately, a boxed set, designed with elegant type in classic black foil with gently debossed lettering for subtle effect would not only allow consumers like moms or first-time buyers to feel comfortable, but would also serve to keep the core “stoner” customer content with the brand’s design as well. The cannabis leaf was used for the logo to instantly identify the product, but was stylized enough so that it didn’t feel intimidating to the new customer base Bloom Farms was trying to attract.
Highlighter has been very well received and stands as the benchmark for medical cannabis packaging.