After watching their “Granny Franny” battle and seek treatments for ALS, the Peckham family realized the importance of high-quality and accessible marijuana in their home state of New York. Born out of this need, Etain became the state’s first women- and family-owned medical marijuana company, deriving its namesake from a mythological Irish heroine and honoring the late Frances Keeffe. In anticipation of recreational cannabis legalization in the state of New York, 50,000feet and Etain collaborated to translate the company vision into a fresh chapter as a wellness brand, expanding its role beyond a clinical offering.

This partnership included defining Etain’s verbal and visual expression and launching the refreshed brand through a consumer-focused website and packaging redesign. The packaging needed to strengthen Etain’s presence both in-store and online, striking a balance between the clinical and wellness aspects of the product to share the story of whole health and self-care.

Using a consistent leaf/droplet pattern featured in the Etain logo, the packaging design represents the herbal nature of the marijuana plant and the purity of the oil used in Etain products. The minimal design and accented coloring adapted per product give each product an elegant appearance often found in beauty and cosmetic goods.

Complementing the design, the copy encourages a consumer with an uplifting story matched to the type of strain purchased. These stories appear throughout the packaging including a welcoming message under each product’s opening flap.