7 best packaging practices for cannabis marketers: Page 4 of 7

By Tom Newmaster in Packaging Design on August 02, 2019

4. It’s easier being green—messaging and responsibility

Today, it’s nearly impossible to market and sell to younger consumers unless your brand can make credible claims around sustainability and social responsibility. This includes sustainable packaging (reusable, recycled materials, recyclable or recycle ready), sustainable farming techniques, organic and natural ingredients, and an overall clean ingredients list. There is no better proof of that than packaging. The cannabis world is already on top of this.

Witness Marley Natural, named after the king of reggae himself. The packaging tells a story about the brand’s advocacy for sustainable practices, as well as for people serving long prison terms for pot use. The mission of Marley Natural is to support sustainable farming and provide opportunities for former prisoners to get training and jobs.


NEXT: Understand the consumer—know the generational cues

Tom Newmaster

Tom Newmaster is the founder of Central Pennsylvania-based FORCEpkg. He has more than 25 years of experience in branding and package design for consumer packaged goods. From 1998 to 2016, he was a principal and co-owner of WFM where he led creative and won awards for The Hershey Co., Pfizer, Stoner Car Care and Zippo. Newmaster has launched new products for Fresh Solutions Network, Koch’s Turkey, Klamath Basin Fresh Organics and Wolfgang Candy, to name a few. He has become a leading voice in the package and design industry and, more recently, a trusted source in the cannabis industry, as it relates to packaging and design. He serves as an adjunct instructor at Pennsylvania College of Art and Design.

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