Since the legalization of recreational cannabis in California and, subsequently, a lot of regulatory changes, the Bloom Farms brand became a scattered brand presence and cluttered packaging system. Five years after the brand’s launch, it was time for an overhaul, to update its presence and tackle the brand architecture and messaging hierarchy without abandoning its iconic identity. With a top-level goal of streamlining and expanding the packaging system to multiple product categories, the brand was given a cleaner look, marking the brand’s maturation since its original iteration in 2014. Additionally, to curtail environmental impact, the amount of materials used were reduced in the final packaging system by 30%. A labeling system was also created, making the packaging more modular and adaptable as the brand evolves. The end result is a brand and packaging system prepared for the challenges that lie ahead in the ever-evolving cannabis marketplace.

Ooriginally Bloom Farm approached Pavement with a desire to stand out in the marketplace with a sophisticated and instantly recognizable brand image that would become the high standard for the category. After performing an audit of the current marketplace, it was determined that the medical marijuana market was flooded with packaging and branding generally appealed to the “stoner” crowd. Brands were generally overly flashy, lacked production value and often went against everything the medical marijuana industry is trying to build: legitimacy. With the unique opportunity to create a brand that stood out through sophistication and authenticity, Pavement had the unique opportunity to innovate – aiming to create a highly intricate custom packaging structure to signal trust to the customer, but one that was still catchy and fun. Ultimately, a boxed set, designed with elegant type in classic black foil with gently debossed lettering for subtle effect would not only allow consumers like moms or first-time buyers to feel comfortable, but would also serve to keep the core “stoner” customer content with the brand’s design as well.