Cannabis Packaging & Brand Awareness for 2020

Cannabis packaging with a strong brand will distinguish a company from competitors and command higher prices while reassuring consumers that the product is legitimate, safe, and legal. Packaging best serves a brand when it draws attention to a product and engages customers to close a sale.

The cannabis industry is forecasting that by 2025 legal marijuana sales will reach 23 Billion USD in the United States. (New Frontier Data, 2018).

The Functions of Cannabis Packaging

The design of packaging for cannabis should support the brand of the company but also serve in the functionality of the product.

• Keep it fresh, not just the design. When packaging flowers it is important to limit exposure to the elements (specifically oxygen). This will extend the shelf life and potency of the product.

• Keep it green, with the boom of the cannabis market there will be an increase in the waste associated with the production & product packaging. Sustainable packaging should be considered from the very beginning.

• Keep it safe, cannabis packaging is regulated by state and must be certified as child-resistant. The packaging must be submitted to the Consumer Product & Safety Commission for approval prior to going to market.

• Keep it clear, labeling is a key component of compliance. There are federal and municipal regulations as to what information is required to be on the label and the location of the labels.

The Future of Cannabis Branding

The future is here and the current packaging is the proof. Current packaging is marketed for the high-end retail user of cannabis. As reported in MG Magazine’s article “20 Brands With Packaging That’s Outside the Box,” you will see 20 examples of companies that have knocked it out of the park, such as Bloom Farms.

“As the cannabis and CBD markets have grown, Neenah has seen the demand for premium packaging evolve as well,” said Michelle Turner, brand manager for Wisconsin- and Georgia-based Neenah, a 100-year-old leader in the creation and manufacturing of papers for premium packaging and label applications. “Cannabis products are quickly becoming more mainstream, and experience shows high-end, luxury brands want to showcase their products with high-end packaging.”