Overview and approach
When Honey was approached by a group of driven entrepreneurs seeking to challenge the norms of the cannabis edibles industry, we knew it was a perfect fit. Their commitment to creating quality products was exceeded only by their desire to build a brand with a meaningful, long-lasting vision.
The first step was to develop a persona that matched the founders’ collective vision for a relatable and aspirational brand identity.
She is your best friend’s best friend, the one that’s up for anything. At the end of the day, Jane just makes life a little more fun.
It was critical that the design of the brand matched the persona of Jane. Green is a direct reference to the cannabis plant, however we used a light, minty foil that elevates what is traditionally seen in the edible landscape. The “Never Plain” tagline is a play on the oft-heard phrase about the flavor and experience, while the wavy line elements represent the experience of enjoying a cannabis brownie–fun, chill, and easy.
Regulations around cannabis packaging are ever-changing, and this project was no exception. Through iterations we explored various sizes, child-safe mechanisms, and prototype forms. Ultimately, the custom sleeve and drawer concept that was developed brought the brand to life across multiple surfaces and yielded a few hidden design secrets throughout.
High on design: Bringing sophisticated packaging to the cannabis industry
After 10 years of developing branding, packaging and design for winemakers, restaurants and events in the Sacramento area, Honey decided to add a new industry to its repertoire — cannabis.
But that transition has come with a difficult balance to strike.
Sacramento Business Journal