We partnered with Massachusetts cannabis startup Insa to build their recreational cannabis brand from the ground up — including naming, positioning, visual identity, and retail packaging for more than 100 unique SKUs.

Regardless of background or experience, a lineup of over 100 products can feel overwhelming to a consumer. To address this, we designed a naming and packaging system that is artful, communicative, and easy to navigate. To reflect an experience profile for each line of products, we incorporated color, pattern, and iconography.

This strategic labeling system helped consumers to navigate unfamiliar products in a friendly and accessible way. Brand loyalty has increased due to a beautiful aesthetic, ease of discovery on-premise, and Insa’s premium product.

With a brand identity and packaging system unlike anything else in the industry, Insa had a successful recreational launch and is an emerging leader in the cannabis space. The company recently finalized a host agreement for a new retail location in eastern Massachusetts — its second recreational dispensary and third dispensary overall.