The legal medical and recreational cannabis industry is growing – and so is competition. A strong packaging strategy can help cannabis companies differentiate their brands, protect their products, and comply with stringent regulations. Here are five critical considerations for cannabis packaging.
Discover more ideas for packaging success on our blog: 6 ways to grow your business with innovative packaging
1. Regulations
Most jurisdictions require child-resistant packaging for cannabis products, so it’s important to choose packaging that satisfies those regulations. Child-resistant means it’s challenging, though not impossible, for children aged five and under to open the package in a reasonable amount of time while still being accessible to adults.
Cannabis packaging also needs to comply with labeling regulations, which vary by state. Leafly offers a nice overview of state-by-state marijuana packaging and labeling laws, but be sure to check with your state (and any states where your products are sold) for the latest regulations.
2. Display
In many cases, pre-packaged cannabis products are gated. Users can’t touch them because they’re behind dispensary display cases. That makes it more challenging for products to stand out against the competition, but it presents an excellent opportunity to get noticed with packaging.
If your products are displayed from a distance, tactile feel becomes less important than visual appeal. Consider how your packaging can differentiate your cannabis products and motivate buyers through unique:
- Sizes
- Shapes
- Colors and design
For example, you can augment your packaging with embossing, which enhances the appearance and feel by creating a raised design.
Keep in mind that packaging should capture brand essence and speak to your audience. Vivid colors pop, but they might be prohibitive if you’re concerned about children confusing your cannabis products for candy or cookies. Discreet earth tones suggest eco-friendliness and look recyclable, which could resonate with an audience that appreciates sustainability. Plain paperboard and dark green leaves might be your design motif.
Some customers are interested in the health benefits of cannabis and related products such as CBD. If your products cater to that audience, your packaging should reflect its medicinal qualities.
3. Sustainability
Cannabis consumers are often sensitive to sustainability, which is why plastic is typically a poor choice for cannabis packaging. In fact, MIT Technology Review reports that just 9% of the all the plastic ever produced has been recycled and 72% winds up in landfills or the environment – including 8 to 11 million tons deposited in the ocean every year. That’s why folding cartons made from naturally eco-friendly materials such as paperboard and biodegradable window films are solid choices.
Of course, sustainability isn’t limited to materials. It also includes production processes. If you have a green agenda, seek a packaging partner that has an in-house recycling program, follows energy savings practices, and belongs to organizations such as the Forest Stewardship Council and Sustainable Forestry Initiative.
4. Protection
Packaging sizes, shapes, and materials work together to protect your products. When it comes to cannabis, some products require moisture barriers to keep contents dry and glass products might need extra protection, such as inserts or certain materials and carton types, to prevent breakage.
Anti-tampering and anti-counterfeiting are additional packaging considerations, since it’s important to demonstrate packaging is unopened and you need to take measures to prevent counterfeiting that plagues the cannabis industry.
5. Flexibility and Support
Cannabis laws are constantly changing. It seems like we have new or revised regulations every three months, so it’s important to work with a packaging partner who makes it quick and easy to adapt.
It’s not just about reacting to change but anticipating it. A strategic packaging partner can proactively develop packaging that fosters long-term success. Local partners are powerful allies because they understand the landscape and want you to succeed.
Local packaging partners can help boutique cannabis companies that aren’t ready to (or don’t want to) work with full-service agencies – but also don’t want to settle for low-quality cartons that risk damage.
While transactional suppliers might try to push you into a limited selection of off-the-shelf packaging options that look like everything else and put you at a competitive disadvantage, strategic suppliers bring mockup and CAD capabilities to the table, so they can develop custom packaging no matter what size your company is. They can bring your napkin drawings to life, run small and large quantities, produce samples, and identify cost efficiencies that foster success.
A lot goes into developing high quality cannabis packaging that meets regulations, protects your products, and influences sales, but you don’t have to go it alone. Choose a packaging supplier that provides the flexibility to scale as you grow, the support to help you succeed, and views you as a true long-term partner, not just another transaction on their books.
