Embark, Cannabis-Infused Maple Syrup
I designed a brand and product packaging for a cannabis-infused maple syrup company. The client for this project was the Office of Sustainability at SUNY Oswego. They stated that the messaging for this product needed to be unique and eye-catching, while focusing on the important fact that the product contains all local, New York State ingredients (NY-grown cannabis, and locally produced maple syrup).
The product would be marketed as a healthier alternative to smoking cannabis, and should be designed as a luxury imbibement, similar to locally produced wines, ciders, and spirits. The fact that this product would be branded in partnership with SUNY Oswego’s Maple On Tap program with the Office of Sustainability required careful consideration for branding. This was a speculative product, and the design would be part of a proposal by the Office of Sustainability for getting approval from the college, and state government to go forward on this idea.
Step 1: Research and Ideation
I began this project by investigating cannabis industry trends, establishing a target market, and researching basic legal requirements for cannabis product packaging. Research into a collection of sources showed a trend towards the growing acceptance and consumption of cannabis-infused products, especially in regions where cannabis is legalized for recreational and/ or medicinal use.
Consumer interest in artisanal, locally sourced products showed that the Office of Sustainability had a good idea for a highly marketable product. I looked into the fact that consumers in the current cannabis community value unique flavors and experiences, seeking out products with authenticity, quality ingredients, and sustainable practices. This demographic and psychographic has considerable crossover with consumers who enjoy products like craft beer, locally produced wine, and small batch distilled spirits.
According to cannabisindustry.org, retail cannabis sales could reach $53.5 billion by 2027, and the trend towards personalized cannabis products is expected to gain traction as consumers become more educated and discerning. According to Pew Research, 9 in 10 Americans say that cannabis should be legal for medical or recreational use.
Target Market
After more research, I established the perfect target market for cannabis-infused maple syrup as a group who values adventure, nature, authenticity, and wellness. They value unique experiences and flavors, seeking out products with authenticity, quality ingredients, and sustainable, locally sourced ingredients.
They prefer leisure activities that are perceived as part of a healthy and active lifestyle, like getting out into nature for a hike, appreciating local communities, and enjoying experiences that provide a deeper sense of meaning and belonging. Based on these values, I settled on the name Embark, and started ideation for a product centered around the idea of treating yourself with a luxurious but approachable, quality, fun, and local product.
Ideation
I started creating ideas based around adventures in nature. The first idea was a hot air balloon, to reflect the spirit of adventure while also connecting to the idea of “getting high”, which could create fun ideas for advertisements. Other ideas involved trees and forest landscapes, a solitary individual paddling in a lake or river on a canoe or kayak, interesting and quirky line drawings inspired by craft beer packaging, and the design of high end whiskey bottles.
A color scheme was established based on a loose association with the Office of Sustainability and SUNY Oswego’s brand colors, especially the Maple On Tap program. These brand colors included green and gold, which could be paired easily with earth tones, and purple for a touch of luxury. After meeting with the client, we settled on a logo based on a solitary person, paddling in a canoe. This logo was meant to convey the idea and feeling of embarking on an adventure into nature.
Solution: Bottle and Label Design
Solution: Logo Variations
Solution: Label Design
The label was designed to combine elements of high end local maple syrup with elements common on whiskey bottles and other cannabis products. For example, there is a line for the batch #, which would be filled in by hand along with the date of production (D.O.P.) and expiration date.
New York State guidelines require designing the label with a written warning saying “Keep out of Reach of Children” as well as official icons to indicate that the product contains cannabis, and the total amount of THC in each bottle.
The client wanted the Maple on Tap logo, part of the Office of Sustainability, to be included on the label. An antique style rope border with earth tones was used to reflect on the history of maple syrup packaging in the local region. Two leaves, maple and cannabis, are included in the top left and right corners.