Aura Cannabis
Recreational cannabis was legalized in California in 2016, and a total of 18 states in the United States will legally use recreational cannabis by the end of 2021. The largest indoor cannabis grower on the West coast of the United States, located in San Francisco, California, smelled a business opportunity and wanted to create its own brand, but at the same time understood that the downstream market was already quite competitive and it was almost a red sea situation. The Japanese-American boss had an abstract concept and idea of self-created brand in his heart at the time., He wants to develop and create a "people-friendly and exquisite" cannabis brand, but he doesn't know where to start to visualize the brand and put it into a series of implementation details. He needs to find a company willing to accompany him to explore and focus on ideas, while combining market research and analysis capabilities, brand building, brand design, and all the way.To design a one-stop service agency, in addition to saving him time, it can also greatly reduce his communication costs in the process. Later, he found the Haptik team by chance, so he launched a series of brand building and preaching journeys that subverted the stereotypes of cannabis in the market.
Strategy
Key insights
- Most of the cannabis brands on the U.S. market target the male ethnic group with the image of a tough guy as the main customer base.
- The demand for middle-aged women in the United States to use cannabis is not lower than that of men.
- After recreational cannabis was legalized in California in 2016, it obscured and blurred the original therapeutic effects of cannabis on specific civilized diseases, such as irritable bowel syndrome, attention deficit/hyperactivity ADHD, Parkinsonism and dystonia. It has a relieving effect.
solution
- Through "brand differentiation positioning", in order to enhance market competitiveness, a healthy cannabis brand developed specifically for women was launched.
- Create a sense of ritual, so that the restoration of health and life adjustment become the image and appeal of the product.
- It does not emphasize the potency of cannabis, but emphasizes the refinement and relaxation experience of enhancing the taste of life.
brand
Your life, enhanced.
Brand story
Aura originated from a family that has experienced three generations and is located in San Francisco. It has 75 years of experience in indoor cannabis cultivation. The pursuit of the highest quality cannabis is our top priority. Our brand is inspired by modern women. They are leaders, innovators, educators and adventurers from all walks of life. They deserve the best treatment. We strive to develop and create products that can bring them work-life balance, hoping to give them a refined relaxation experience, so a combination of knowledgeThe Cannabis Aura of experience and technology has been born. It will subvert your stereotypes about cannabis. It will bring you a full sense of ritual and silently make you a woman full of aura.
Brand design
We connect our audience with cannabis that can provide a refined and relaxing experience. It includes naming, business logos, colors, cannabis characteristics, and packaging designs that celebrate the restorative benefits of cannabis and use it as a tool to improve lives. In terms of products, we have created four colors and flavors for the Aura product line that trigger physical and digital experiences. These four unique characteristics-flame, roar, universe and flare-are designed to let customers know more about the effect so that they can customize their experience according to their personal goals. Each product comes to life through bright colors, professional printing and high-quality materials, inviting customers to establish a deeper connection with internal products. Aura's logo is bold, emotional and distinctive. This logo is exciting in the technical brushstrokes. The positive and negative spaces convey vitality and calm, representing a variety of products and their effects. Color tones can be used as both product line color codes and abstract emotional effects.
packaging
The touch is easy to the touch, the appearance is warm and the style is distinctive. The moment you open the box, it is full of joy and satisfaction, and it is also pleasing to the eye when placed on the coffee table.
The packaging series includes glass jars, cartons, cartons, small woven bags, and innovative drawer boxes, which immediately show the pre-rolled tobacco in the compartments after opening. The product packaging is solid and stable, with textured paper packaging and bronzing printing design on the outside, which represent four flavors in different shades. The dynamic and vivid irregular cloud pattern spans the packaging, and different levels are stacked in the same color, showing the wonderful moment when the product and the customer explore the new world together. Our packaging adds a sense of ritual, invites customers to enjoy a deeper experience, and adds a little magic to life.
Core77 Design Awards
Community Choice Prize / Notable
Packaging Category
Pentawards
Bronze Award Home, Leisure &
Other Markets – Products for Smokers
Clio Cannabis Awards
website
Each photo is accompanied by a brief introduction to the product and cannabis flower, other lifestyle photos, and company information, making the web page more concise, neat, convenient and easy to use. Even if Aura cannabis cannot be purchased directly through the website, customers can still gain an in-depth understanding of the flavors of the four products, and use the store map tool to search for nearby Aura product placement locations. Finally, this website hopes to dispel public myths and promote the physical and mental recovery effects of cannabis to customers.
photography
After the packaging was launched, we immediately designed the physical display of each Aura product page. We use a single soft tone as the background to highlight the interaction between the product and a series of rocks, minerals, dried flowers, wood, and moss. Graphic photography works present the native environment of cannabis, further promote the brand story, and touch customers to form a common link with the product page.
Public relations
One-stop resource integration for local media in North America
Aura cannabis packaging won three design awards Core77, Pentawards, Clio Cannabis After that, Haptik helped contact CBS (one of the three major television stations in the United States) in San Francisco for TV exposure. Haptik's services include contacting TV stations, arranging filming schedules, discussing story scripts, and ensuring on-line dates. Filming the second season of America By Design, this show mainly explores in depth how innovative design changes human lives. It coincides with Aura's innovation in the cannabis market and the overall brand image of cannabis tailored for women. Host Carrie Bond and his photography team went to shoot Aura's development from scratch.
