Artists Get High To Create Cannabis Packaging
It is no secret that cannabis can make you more creative. California-based 1964 Supply Co. wanted their packaging design to reflect the mind-altering effects of their products. So, they got their designers high.
Rubicon, along with Canadian marketing agency One Twenty Three West sent samples of the product to several popular artists and asked them to create artwork while under the influence of the various cannabis strains. As you might have guessed, this was an absolute dream gig for many of the designers. It was a risky endeavour for at least one of the artists, Joe Wilson, who lives in the U.K. where cannabis is still completely illegal.
Vancouver-based agency One Twenty Three West also helped to name the brand, which is inspired by the year that THC was isolated from the cannabis plant (1964).
The "Lemon Haze" packaging depicts a picture of a half man half musical instrument created by Canadian musician and illustrator Ben Frey.
For the “Girl Scout Cookies Thin Mint” packaging, Jeremy Fish created a winged bunny balancing on ladybug skates while wearing a backpack filled with a village that is emanating smoke.
L.A. street artist Tristan Eaton created a crazy looking hummingbird covered in eyeballs, lips, fists, trees and fire for the brand's "Pineapple Express."
The result is a perfect balance of wild creativity and simplistic design.
This was truly an innovative execution by Rubicon and One Twenty Three West. Having the artists use the product as a creative catalyst to design the packaging proved to be a great way to communicate the creative benefits of their strains. Since cannabis companies are so limited in their ability to use traditional advertising, it is essential that they tell their story through branding. This is a perfect example of storytelling through branding, design and packaging.