The Audacious Rebranding Of Marijuana
While stuck in the criminal sector under, marijuana never had room for professional design and branding. The goofy stoner images and pot-leaf decals became the de-facto brand of marijuana in the public eye. Product packaging was limited to “baggies” and the tools of commerce that were limited to sketchy head shops and guys on bicycles. With medical marijuana’s recent legitimization however, the states and policy makers are lining up – and so are the entrepreneurs, designers, and advertisers.
Today’s market is seeing everything from diamond-encrusted vaporizers to cannabis-infused pet food. As the stoner culture is becoming less and less prevalent, marketers and branding experts are tasked with openly catering to a diverse set of consumers – towards women, towards the health conscious, towards patients with extreme cases (often children), and even towards the people who associate it with being an outlaw herb used for partying. Changing the perception of a product that has been ingrained over decades remains a work in progress, but as this plays out over the next few years, branding will make or break the newly minted cannabis companies penetrating the US market.
BrandLabs is proud to have worked with and branded a company that has, in many ways, been the face of the audacious rebranding of cannabis. To learn more:
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