Responses by Michael Hester, principal/creative director, Pavement
Background: Floro is a new cannabis brand created to represent the “gold standard” of ultra-premium cannabis in California. Targeted towards cannabis connoisseurs, the brand brings the best cannabis products to the recreational market in California. The name Floro combines the words flora to symbolize the cannabis plant and oro to represent the gold standard. With intricate and whimsical gold and black foil stamping details, this package is a sensory experience to behold from purchase through consumption. The overall presentation and brand tone signal to the customer that Floro represents quality, luxury and attention to detail. This brand exudes confidence on shelf amongst a very crowded recreational cannabis marketplace here in the Golden State.
Reasoning: When creating this brand targeted towards discerning customers seeking the best cannabis products, we wanted to borrow cues found in spirits branding and packaging where a sense of decadence is created to signal quality. We achieved this by creating an intricate motif that served as the visual cornerstone of the brand.
Challenges: Navigating the ever-changing cannabis packaging regulations while still maintaining a sophisticated packaging solution. To achieve this, we hid the unsightly, yet required child resistant tubes within the two-piece telescoping box.
Favorite details: Undoubtedly the foiling detail on the packaging, which lends this brand its unique edge. Both black and gold foils were used in combination with the green paper to give the brand its signature look. They really brought the moniker of Floro to visual life.
Visual influences: We found visual influences within existing spirits brands, in particular whiskey. The intricate and highly crafted playing card sleeve from companies like Theory 11 and the Art of Play were also highly influential.
Specific demands: As part of the scope, we were tasked with naming the brand. Having this opportunity allowed us to have in mind a visual solution when presenting the name. Therefore, when it came time to conceive the identity and packaging directions, we had already established a singular vision for what the execution should be which saved time and energy.