Cannabruhz Podcast Interview – Part 3

In our previous discussion, we explored the critical role of accurate labeling and packaging in the cannabis industry. Today, we’re embarking on a new journey with Rachel, a seasoned expert in the field, to delve deeper into the impact of packaging compared to digital marketing. We’ll unravel the weight that packaging carries in shaping consumer perceptions and driving results.

Packaging vs. Digital Marketing: A Complex Dynamic

Cannabruhz kicks off the conversation with a thought-provoking analogy, likening the balance between physical packaging and digital marketing to the dynamics of physical and mental aspects in sports. He poses a crucial question: What percentage of importance should we assign to packaging compared to digital marketing in producing results for cannabis brands?

Rachel offers a nuanced perspective, highlighting the importance of context. Depending on the specific market, the nature of the product (THC or CBD), and the legal regulations, the significance of packaging versus digital marketing can vary. In highly restricted markets, where stringent rules govern product promotion, the packaging becomes the initial touchpoint for consumers.

She underscores that in these scenarios, packaging often serves as the very first introduction to the brand. It’s the tangible element that consumers see, touch, and feel before they even consider the product inside. This makes branding and packaging design absolutely pivotal. A well-crafted package can captivate a potential buyer, making them choose your product over others.

The Ever-Evolving World of Branding

Rachel advocates for substantial investment and forward-thinking when it comes to packaging and branding. In an ever-changing industry, where markets mature, regulations evolve, and companies grow, brand identity should adapt accordingly. She emphasizes the importance of maintaining a strong and evolving brand presence to stay relevant and competitive.

The Art of Packaging: Striking Examples

To add a touch of artistry to the conversation, Cannabruhz asks Rachel about the most impressive packaging she’s encountered. Rachel promptly highlights Verde by Humboldt Nutrients, a California-based dirt company. Their branding consistently stands out with its exceptional design, making it a hallmark of excellence.

Rachel also mentions Binske and Liberty, two cannabis brands that have left a lasting impression with their packaging. Binske, based in California & Colorado, consistently delivers stunning packaging. Liberty, on the other hand, combines beautiful graphics with a clean aesthetic, reflecting a well-thought-out branding strategy.

Rachel’s insights remind us that crafting a visually striking package is no simple task. It involves collaboration among diverse teams, encompassing discussions about core values, graphic design, imagery, and even font choices. In an industry where every detail matters, these elements play a crucial role in shaping a brand’s identity.

Conclusion: The Symbiotic Relationship

In the world of cannabis branding, packaging and digital marketing share a complex and symbiotic relationship. The importance of one over the other can vary depending on several factors. However, it’s clear that packaging remains the physical face of a brand, often serving as the first point of contact for consumers. It’s a tangible representation of a brand’s values, aesthetics, and promises.

As Rachel highlights, achieving exceptional packaging requires a holistic approach, involving various teams and stakeholders. It’s a creative endeavor that goes beyond aesthetics, touching upon the essence of a brand’s identity. By investing in exceptional packaging, cannabis brands can elevate their shelf presence and create a lasting impact on consumers.

Part 1 | Part 2 | Part 3 | Part 4

You can find the full podcast episode here.