The concept for the brand wanted to be around traveling and Michigan. Bringing in different ideas of the Michigan spirit, I brainstormed different ways that we can show travel, but narrowed it down to the map concept.
Lake Superior
Lower Peninsula- Michigan
Torch Lake- Michigan
Upper Peninsula- Michigan
Lake Michigan
I wanted to highlight different parts of the Michigan map on each of the different products, keeping them familiar but not too repetitive. I ended up creating different maps of Michigan, such as the Upper Peninsula and the great lakes for future rollouts and product highlights. This will allow the design to remain fresh and interesting but keep on brand.
I had the chance to apply the design and branding to a variety of different packages and types of cannabis uses. Starting with pre-rolls, we had to find a way to apply the design on a circular base.
Another issue that I had to work around was the different kinds of cannabis that can come in similar packages. Within cannabis, there is Rosin, as well as Resin, both different types of concentrated waxes that need to be identified. That is when I decided to use different colors to make it easier for the cashiers to identify the different products.
For each of the products, we left a large blank space for where the printer can print each of the individual information about the product. creation date and expiration date in accordance with the Cannabis Regulation Agency, or the CRA. Instead of the traditional manual sticker application, we now can work with the printer to have them automatically placed into these areas.
We had the tagline, "high standards, low fares" to refer to the lower priced options to compete against the bigger companies.
The "enjoy your journey" is a slogan to bring fun travel asthetic into the design and used within the box.
