Plastic baggies? Neglect it! Canndescent is promoting its product in high-end packaging that buyers shall be pleased with.
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In 2017, when Adrian Sedlin launched a line of hashish flowers known as Canndescent, he thought quite a bit about how most shoppers had beforehand bought hashish. It doubtless got here in clear plastic baggies, with its origins and efficiency unknown — hardly what somebody would pay a premium for. He needed to make a transparent and unambiguous break with that previous, and court docket a shopper who’s prepared to pay for high quality. His resolution: Create packaging that evokes luxurious manufacturers. Right here’s how his group designed Canndescent within the least-baggie manner potential.
Title and quantity
Canndescent’s flowers are named for his or her meant impact — Calm, Cruise, Create, Join, and Cost. However every title can also be adopted by a three-digit quantity: “Calm no. 102,” for instance, or “Create no. 301.” What does it imply? The numbers are presupposed to “evoke the category of a BMW,” mentioned Sedlin. Identical to BMW has a 1, a 5, and a 7 sequence, Canndescent identifies its strains and results by numbers (100s are calm, 300s are artistic, and many others.).
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Canndescent’s merchandise arrive in a burnt-orange field, a nod to the French luxurious model Hermès in addition to the “mushy, heat glow” of a light-weight bulb filament. The corporate went by a whole bunch of orange samples to seek out one that may pop on cabinets with out reminding prospects of House Depot.
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Like many luxurious manufacturers’ logos, from Louis Vuitton’s to Fendi’s, Canndescent’s was constructed off the primary letter (or letters) in its title. The Canndescent emblem arranges the letter C into what Sedlin calls a “bloom-like” sample: “It felt prefer it was clear and daring, and represented the trouble and intricacy that goes into producing our flower.”
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Premium meals, beverage, healthcare, and personal-care merchandise have a tendency to return in glass — a signifier that what’s inside is value dealing with with care. Sedlin needed his branding to look on the prime of the jar, in order to not obscure the flower inside. That manner, it confirmed that Canndescent isn’t hiding something about its product. “We needed to determine belief with our shoppers,” he mentioned.