Butter, the Michigan-based cannabis lifestyle brand with the simplistic, bright yellow packaging, won a pair of top honors in the 14th annual Dieline Awards, celebrating the best product packaging in the world.
Butter took first place in the cannabis category, as well as winning Best of Brand Identity.
The brand was designed by the Brooklyn-based design company Center, aiming for “a spot somewhere between cannabis stereotypes and luxury,” according to Dieline. Alex Center, founder of the design firm, “saw a landscape filled with local brands and cannabis presented as a wellness product or a sterile, minimalistic aesthetic,” Dieline wrote in its case study. “However, Butter’s identity is built on cannabis being something that enhances life and is social, as it positively impacts mental and physical wellness. Its consumption is commonplace at parties, concerts, or any other festive gathering, and it enhances our senses, making music, dancing, food, art — almost everything — better. It’s like life’s MSG in a lot of ways.”
In the plastic-free category, PureHempNY took first place with its Hudson Hemp Bag Clips, replacing the traditional plastic bag clips that are notoriously difficult to recycle or dispose of sustainably with a fastener that can be composted or recycled.
Also earning honors in the Dieline Awards were PAX, which placed second in the cannabis category for the package design for its Mini, Plus and Era vaporizers; and the New York company NoWave, which placed third for its Off Hours Vape Cartridges.
— Garrett Rudolph