Packaging: the Trojan Horse of Cannabis Branding

Cannabis packaging performs many functions. In addition to protecting
products, packaging must clearly identify what’s inside, satisfy regulatory
requirements, and convey information about safe storage and use.

Packaging also provides opportunities — chief among them, the opportunity
to leave a lasting impression on consumers, many of whom now prefer
products that fit seamlessly within their lives. Whether it’s a compostable
container that aligns with their sustainability focus, a minimalist label
that blends into their nightstand aesthetic, or a box that elevates the
ritual of consumption itself, packaging has become a strong emotional
touchpoint for consumers, and brands are listening.
[image: Angela-Pih-Point-Brand]Angela Pih, founder, Point Brand. (Photo:
Point Brand)

From wellness-inspired elegance to stealth activism disguised as countertop
chic, cannabis brands are rejecting tired stoner tropes in favor of
something more refined, and in turn, more real. According to Angela Pih,
founder of strategic marketing firm Point Brand, “There’s still a market
for the stoner-bro vibe, but when we think about how to grow the industry,
it’s about how cannabis fits seamlessly into your everyday lifestyle.”

In an oversaturated market, the loudest voice doesn’t always win. Instead,
consumers are gravitating toward clearer, cleaner, and more considered.
That’s why a new wave of creators is elevating packaging into a storytelling
medium that reflects identity, values, and a deeply personal connection to
the plant.
Packaging as experience

At CAKE She Hits Different, packaging is far more than a product container.
Co-founder and Chief Executive Officer Chloe Kaleiokalani considers the
exterior trappings the start of the experience. She creates packaging that
invites customers into a visually rich, emotionally resonant world. From
vibrant colors to playful, space-inspired graphics, CAKE’s branding is
crafted to feel cohesive, intentional, and alive.

“I tend to be obsessive about designing a cohesive, high-end look, where
every color, format, and artwork is meticulously chosen,” Kaleiokalani
said. “For me, packaging is so much more than a container; it’s a statement
that sets the tone for the entire CAKE experience. And I want that
statement to spark joy, curiosity, even a little thrill before our
customers touch the product, making the act of opening a CAKE product feel
special, like a moment of connection to something vibrant, premium, and
uniquely us.

“Then, some people rip open our boxes like godzilla in Tokyo, and that’s
cool too,” she added.

This is design as storytelling: immersive, premium, and unmistakably
associated with the brand. CAKE’s visual identity is unapologetically
feminine, boldly setting products apart in an industry overrun with
masculine cues. Rather than catering to the masses, CAKE embraces a
strategy of magnetic authenticity, and the result is an instantly
recognizable packaging experience. The brand relentlessly pursues a goal of
emotional resonance, and in an industry often devoted to the status quo,
this is a strong differentiator.
[image: CAKE-She-Hits-Different-Designer Rosin-cannabis-vapes]
Lessons from CPG

Cannabis stigma may not be entirely dead, but it’s on its last legs.
Today’s consumers don’t hide their products anymore. Instead, they want
cannabis displayed, integrated, and celebrated. So, taking cues from
skincare, supplements, and craft beverages, consumers gravitate toward
cannabis products that feel like they belong out in the open.

Brands that embrace the design standards of high-end consumer packaged
goods (CPG) are finding a powerful edge. Well-designed packaging doesn’t
just look good; it also communicates quality and care. A brand’s packaging
is its ambassador, reflecting the thought put into the product within and
subtly reinforcing consumer trust before they’ve even cracked the seal.

“Packaging is part of the marketing mix, especially in cannabis,” said Pih,
who has led CPG strategies across industries from cosmetics to cannabis.
“Today’s consumers aren’t choosing brands with packaging that looks like
weed. Cannabis is a functional plant that can help you live a more vibrant
life, so I don’t think to myself, ‘How do I brand a product for weed?’ I
think about branding another piece of your wellness routine — something
that looks like everything else you pick up at Target for your medicine
cabinet or nightstand.”

Her work with companies like Autumn Brands, Papa & Barkley, and Loud+Clear
demonstrates this lifestyle-driven, wellness-integrated approach resonates
not only with longtime consumers but with the canna-curious, too.

“Gem + Jane, which is created by an all-women team, is another powerful
example of packaging that stands out really well at the dispensary,” Pih
said. “When you’re drinking a can at brunch, it doesn’t scream ‘weed.’
That’s sort of my stealth activism in creating and building brands within
our space, because as we think about destigmatizing, then cannabis should
really fit into everything else. Packaging design is a major part of the
arsenal.”
[image: Loud-and-Clear-vape-cartridges]Photo: Point Brand
Stealth activism

This is what Pih means by “stealth activism”: branding cannabis like it has
always belonged. It’s the Trojan horse effect — pulling people in with
beauty, intention, and familiarity, then showing them how cannabis should
always have been part of the everyday wellness equation.

Pih doesn’t suggest hiding the plant or being deceitful but instead
normalizing products through design, storytelling, and thoughtful placement
as a means of elevating cannabis from taboo to trusted. For brands
targeting Gen Z and canna-curious consumers, education and aesthetic must
go hand-in-hand. Those two demographics, in particular, want a lifestyle
they recognize, values they align with, and information that empowers their
choices.

And when the ritual of consumption is presented with care — from how the
box opens to the weight of the bottle to the design of the label — that
ritual becomes a moment, a statement, and a story.

“When you walk into a dispensary, you’re faced with a plethora of products,
and you don’t know which is credible or which is just there,” Pih said.
“That being said, I’ve heard a lot of consumers gravitate toward brands
they respect — that look intentional in what they do.

“And when you think about the top three reasons consumers turn to cannabis
— sleep, anxiety, and pain — well, that’s all part of living well,” she
continued. “I see it less as medical-versus-recreational and more ‘does it
help you feel better? Does it help you chill out and have fun? Does it help
you connect with other people because you’re less anxious and more at
peace?’ Try to think about it from the context of who your consumer is and
what they’re looking to solve when they’re shopping. Then, you can position
your brand as one that really understands them and their needs.”
[image: Gem-and-Jane-cannabis-drinks-lineup]Photo: Point Brand
Sustainable sells

Sustainability is a core pillar for many cannabis brands. HoneyProjects CEO
Jeffrey Miller understands why.

“In New Jersey, we’re seeing sustainability and values-based choices gain
traction with customers,” he said. “People are starting to ask about
recyclable packaging and are drawn to compelling stories around
environmentally sensitive practices. Production methods like living soil
and organic cultivation are taking root at the product level, with
sustainable packaging close behind. We believe the next chapter of cannabis
in New Jersey will see deeper engagement with brands that tell authentic,
values-driven stories that not only resonate with customers but also
elevate the quality of their cannabis experience in meaningful ways.”

In a market that’s still defining itself, details like sustainability from
seed to after-sale matter.

“It can be incredibly challenging to achieve sustainability in the cannabis
vape market due to the strict [California Department of Cannabis Control]
regulations, but we don’t let that stop us from taking steps in the right
direction,” CAKE’s Kaleiokalani said. “We’re proud to be making meaningful
moves. Our updated Designer Distillate packaging decreased paper use by
about 70 percent and decreased plastic use by about 50 percent. Other
initiatives we’re pursuing include developing recycling programs that work
within state regulations, exploring innovative sustainable materials, and
expanding product lines that naturally require less packaging, like flower.”
Story-first merchandising

At HoneyProjects, shelf impact and emotional connection are inseparable,
and the brand philosophy centers on connecting independent producers who
care deeply about their craft with consumers discovering how that impacts
the consumer experience.

“We often introduce smaller brands without big marketing budgets or
widespread recognition, which adds responsibility to how we curate our
shelves, screens, and spaces,” Miller said. “That way, we create visual and
physical merchandising that tells stories. We’re committed to evolving
storytelling content, positioning merchandising in harmony with brand
narratives to help these brands build passionate communities and advocates,
even on modest budgets.”
A portal to the brand
[image: Autumn-Brands-Nourishing-Muscle-and-Joint-Salve]

In many ways, packaging has become a portal: a tactile invitation into a
brand’s world and a reflection of the energy behind the product. Whether
reflecting sleek minimalism, radiant femininity, or earth-first materials,
great design makes consumers feel seen, inspired, and connected.

“People are craving fresh energy in the cannabis space — something soulful,
intentional, and infused with a feminine touch,” Kaleiokalani said. “Up
until now, the industry has been dominated by a masculine aesthetic. CAKE
is the antidote. I believe we are delivering the right vibe at the right
time, and I feel that is a major factor in CAKE’s success.”

For all the innovation happening in cultivation and formulation, it’s often
the packaging that sparks trust. As unboxing culture continues to thrive,
so does the importance of creating a moment, not just a product. Today’s
cannabis consumers are curating their lives with intention: seeking brands
that echo their values, elevate their rituals, and bring a little beauty to
the everyday.

Now is the moment for cannabis brands to view packaging not as a cost
center, but as a creative opportunity — a vehicle for storytelling,
sustainability, and soul. When done well, packaging becomes a quiet form of
advocacy for the plant, the planet, and the people who experience cannabis
with purpose.
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Unboxing the Big Questions

*Today’s cannabis packaging does a lot more than hold product. Here’s
what’s driving the shift — and why it matters.*

1. *Why is cannabis packaging important for brands?*

Cannabis packaging is more than just protection. It’s also a key
branding tool that helps companies stand out, convey values, and connect
emotionally with consumers.
2. *How is cannabis packaging evolving?*

Modern cannabis packaging focuses on sleek design, sustainability, and
storytelling. Brands are moving away from outdated stoner tropes in favor
of aesthetics that align with wellness, lifestyle, and trust.
3. *What role does packaging play in cannabis marketing?*

Packaging is a silent brand ambassador. It communicates quality, builds
credibility, and shapes first impressions — often before a consumer even
tries the product.
4. *Why is sustainability important in cannabis packaging?*

Consumers increasingly prioritize eco-conscious choices. Brands using
recyclable materials and minimal packaging can appeal to environmentally
aware shoppers and differentiate in a competitive market.
5. *How are cannabis brands using design to reduce stigma?*

Many brands adopt minimalist or wellness-inspired packaging that blends
in with everyday products. This “stealth activism” approach helps normalize
cannabis as part of a modern, healthy lifestyle.