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How do you remove the stigma from a product that’s been taboo for most of your audience’s life? As cannabis is legalized across the country, the market faces a new challenge of overcoming consumer uncertainty, to bridge the gap between interest and purchase. Consumers in their twenties and thirties are key ambassadors for this change.
Through user research and shelf testing, I developed a brand that framed cannabis comfortably within the already-acceptable norm of beer consumption. By pairing the visual language of beer with aspirational brand storytelling and clear, concise instructions, I created a package that not only stood out on a shelf, but also helped first-time consumers feel confident about purchasing and consuming cannabis.