Cannabis Packaging is a Crucial Part of Brand Building
“’Sometimes it really does come down to the packaging,’ said Jade Jones, a “budtender” at the Travel Agency in Union Square.”
“Ms. Heyman … views her role more as helping to normalize cannabis use through ‘unserious’ marketing.”
“’Weed doesn’t have to be ugly,’ said Brandon Blackwood, [an] accessories designer.”
Cannabis packaging is generally prohibited from bearing designs that are potentially or actually attractive to people under 21 years old. But that doesn’t mean that cannabis packaging needs to be unattractive to people over the age of 21. In the long term, just like in any other segment of the consumer products industry, cannabis brands will need to embrace the “brand” side of things. Between original creative vision, good execution, and strong protection of trademarks, trade dress, and package design, companies can leverage their distinctive brands to gain market share.
Increasing numbers of companies are expanding their multistate presence, which will only continue to expand as more licensed dispensaries open along the East Coast and in the Midwest, and more states open up their adult-use markets. This will provide companies with an opportunity to attract new customers with brands that they’ll already recognize, from visiting other states or through their social networks. Keeping packaging interesting, compelling, and fresh, while also compliant and protectable, is a challenging balance to strike. Achieving it requires knowledge and versatility with your brand’s legal protection, your state’s regulatory framework, and a mindset that’s ready to pivot when changes occur. Holon can help with all of that. Contact our Cannabis Practice Group today at cannabis@holonlaw.com.
Read more: https://www.nytimes.com/2024/02/20/style/brett-heyman-edie-parker-selling-marijuana.html
Holon Law Partners has 100+ years of experience combined guiding clients through complex cases and legal intricacies. Our approach is empathetic, customized, and client-centered with a focus on you and your unique business needs. To schedule a consultation with us, call our team at (866) 372-0726 or email us at: info@holonlaw.com.
