7 best packaging practices for cannabis marketers: Page 6 of 7

By Tom Newmaster in Packaging Design on August 02, 2019

6. Authenticity and brand voice—be yourself

If you’re an indie, you’ve got the leeway to create your identity. But if your brand’s personality is already established, it needs to be integrated with your cannabis offerings. Imagine how phony Budweiser would appear if, in an attempt to market a line of cannabis products, they suddenly adopted a “groovy psychedelic” look! Established iconic brands, like Budweiser, need to be true to “who they are” and “who their consumers are,” and build on that heritage. The example of the American themed bottle cans is a great execution of this strategy.

The marriage of a potentially revolutionary product with the traditions established by legacy brands may result in whole new ways of conceptualizing the cannabis experience…but be authentic!


NEXT: Don’t think of cannabis as an exotic category—consumer behavior is still in play

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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