MJBizMag March 2022 - 48

UNBOXED Cannabis Packaging and Design Insights
Comely Cordials
Koan's evocative packaging design speaks to
cannabis newcomers and wellness seekers
By Kate Bertrand Connolly
T
he packaging design for Koan
cannabis-infused cordials
hits the sweet spot between
current and timeless.
The single-serving cordials-a
hybrid of tincture, edible and beverage-are
named for their intended
consumer experiences: Balance,
Calm, Create, Delight, Play and Wonder.
Koan introduced Love to the
lineup in time for Valentine's Day,
and Sleep will launch later this year.
In designing the cordials' packaging,
" our goal was to create an
initial product experience ... before
(consumers) even consumed a cordial, "
said Henry Steingieser, creative
director and co-founder of Resonate
Blends, the California-based holding
company that owns Koan.
The company recruited Californiabased
illustrator Daren Thomas
Magee to make that happen. " It
clicked in my mind that Daren's
art would be perfect for this, "
Steingieser said. " He tapped into
these archetypal images. "
Although collaborating with
an illustrator " was an additional
cost for us, it was well worth the
expense, " Steingieser added.
In-house Graphics
The cordial packaging includes a
paperboard tray-in-sleeve carton
and 10-milliliter glass bottles with
aluminum, pull-tab caps. Three
single-serving bottles are packed in
each tray.
Resonate Blends plans to add
multiserve bottles and singles
in 2022.
48 March 2022 | MJBizMagazine
SUPPLIERS
Illustrations:
Daren Thomas Magee,
realfunwow.com
Paperboard cartons
and carton printing:
Sun Grown Packaging,
sungrownpackaging.com
Glass bottles, bottle
printing and caps:
SureSource,
sure-source.com
Market research:
Brightfield Group,
brightfieldgroup.com
The color-coded cartons and
bottles have soft-touch finishes. All
packaging materials are recyclable
or compostable except for a
polymer gasket in the cap.
California-based Sun Grown
Packaging supplies the custom,
child-resistant cartons, and Chinabased
SureSource provides bottles,
bottle printing and caps.
Resonate Blends created the
package graphics in-house to
accompany Magee's illustrations.
The design includes an iconbased
visual system that quickly
conveys THC and CBD levels,
terpene content and the product's
stimulating or sedating effects.
The system is printed on the
sleeve as well as on a four-panel
inner flap.
Universal Praise
Resonate Blends worked with
Chicago-based Brightfield Group
for market insights. Koan's marketing
skews toward the female
demographic, and its two primary
consumer targets are the cannabis
curious and wellness seekers. Secondary
cohorts are " experienced
explorers " and " discreet unwinders, "
Steingieser said.
Koan Cordials are sold exclusively
in California, through select
dispensaries and online via the
company website.
" We have received universal
praise from both consumers and
retailers on our packaging and
product design, " Steingieser said,
noting that Koan won a Bronze
2021 Clio Cannabis Award for its
packaging and a 2021 Gold Leaf
Award for Best New Brand at the
Luxury Meets Cannabis Conference.
Ultimately, he added, the design
keeps Koan's products " clear,
clean and approachable for our
consumers. "
To suggest a product for this
department, email magazine@
mjbizdaily.com.
http://www.realfunwow.com http://www.sungrownpackaging.com http://www.sure-source.com http://www.brightfieldgroup.com
MJBizMag March 2022

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