Brands can live or die by their packaging. All the master growers, rare genetics, THC percentages, charitable donations, social media influencers and celebrity endorsements won’t save a brand without shelf appeal.
It seems unfair, especially in an industry that mandates childproof packaging on top of stringent labeling requirements, that a superior product in poor packaging could be so easily outsold by an inferior product in appealing packaging. But, like any other consumer packaged good, consumers place value on well-produced packaging.
To help level the playing field, Marijuana Venture reached out to leaders in consumer packaging to give readers insight on the many variables of building appealing packaging for retail buyers and consumers alike.
Marijuana Venture: What advice would you give a new cannabis company regarding packaging?
Glenmore Printing president, James Rowley: Two things: First things first, packaging has to work correctly for your application. Whether it’s labels, boxes, sleeves, or tubes, it doesn’t matter how awesome your packaging looks if your product doesn’t fit inside. So partner with a good packaging printer that will do dielines and mock-ups for you to ensure they work. Most packaging and label printers will do this service for free so long as you are buying the packaging from them.
Get your designer and packaging printer connected early on. You want to avoid having a designer create a masterpiece that is way over budget, or outside the realm of what is possible. On the flip side, a good packaging printer might be able to provide the designer with some creative inspiration. Some of the best designers Glenmore has worked with in the Cannabis space get us involved at the earliest stages, and the results are typically our best work. It’s amazing the results you can achieve when the printer and the designer are aligned.
MV: What are some of the best ways cannabis brands can use their packaging to set themselves apart from their competition?
JR: Two things: Don’t be afraid to be bold and try something ridiculous. Glow in the dark? Sandpaper finish? Screen printing? Scented inks? Using a telescopic tube instead of a box? Maybe it’s just adding a simple foilstamp image. If you exist in a market space where you feel that standing out will help you sell product, then try it out! Usually it works.
Develop packaging that interacts with the customer. Whether it’s child resistant packaging that locks, or a dieline that creates a unique shape that opens beautifully, there are many different ways to create an impactful impression
MV: What type of products/services does Glenmore offer that would make it particularly appealing to cannabis companies?
JR: Glenmore really specializes in the Cannabis space because of our broad range of bespoke and boutique services we offer all under our roof. We have been really lucky to work with some of the most well known North American Cannabis brands.
The most common packaging services we offer to Cannabis companies are paperboard telescopic tubes, folding cartons/paperboard boxes, and labels. Glenmore has offset, flexo, digital, screen printing, foilstamping, embossing, laminating, diecutting and custom gluing all done in house.
What makes glenmore truly unique is our understanding of the Cannabis space and the high end results required for cannabis packaging.