MJBizMag May-June 2023 - 50

UNBOXED Cannabis Packaging and Design Insights
Humo Finds Its Voice
Cannabis consumers say 'sí' to sustainable pre-roll multipacks
By Kate Bertrand Connolly
SUPPLIERS
P
ackaging for Humo pre-rolls
offers an upscale Latin American
aesthetic while being
mindful of sustainability.
Los Angeles-based Humo
launched five-packs of kief-infused
pre-rolls in reusable tins in December
2022. Humo's parent company,
Salinas, California-based Posibl, provides
sustainably grown cannabis
used in the product.
Humo, which sells both flower
and pre-rolls, is Mexican Americanowned
and targets Latinx consumers.
The company's products are sold
throughout California, where more
than 39% of the population identifies
as Latinx/Hispanic. (The word
humo means " smoke " in Spanish.)
Packaging for the five-packs
includes a child-resistant tin with a
sliding lid. An insert holds the prerolls,
and a colorful sleeve encircles
the tin, sourced from Treeform.
" Because of our sustainable
efforts in growing, we (wanted
to) limit waste via our joint fivepack
packaging, " Susie Plascencia,
brand partner at Humo, told
MJBizMagazine.
" Our tin containers can be reused
and repurposed, " she said, " and
the tin itself can also be infinitely
recycled. "
Evoking Consumer Brands
The graphics for Humo's pre-roll
packaging were designed by
Monterrey, Mexico-based Common
Matter. The company sought a
design that was " bold, classic and
reminiscent of iconic brands that
have a prominent presence in
Latino culture, " such as Topo Chico
48 May-June 2023 | MJBizMagazine
Tinplate packaging:
Treeform,
treeformpackaging.com
Package graphics:
Common Matter,
commonmatterstudio.com
Photo courtesy of Humo
(mineral water) and Coca-Cola,
Plascencia said.
" We aim to convey a sense of
familiarity with our fonts and
graphics and communicate Humo as
a dependable brand with highquality
products, " she added.
Package graphics, text and finishes
underscore the positioning.
The Humo logo is embossed on the
tin's lid, with taglines " Craft Grown "
and " Raza Owned " printed above
and below, with metallic-gold rays
radiating out.
Color-coding on the paperboard
sleeve corresponds to what's inside
the package: tan for indica, turquoise
for hybrid and red for sativa.
Playing with Fuego
The tin's insert adds a fun surprise.
The insert is red, like the
logo, and it gradually reveals the
word " Fuego " (Spanish for fire) as
pre-rolls are removed from the
package.
" This extra touch was added
to express our attention to detail
and inspire consumers to keep the
tins for reuse, " Plascencia said. The
insert is made of paper for easy
recycling.
The packaging has been a hit with
consumers, who've taken to posting
it on social media.
" It's wonderful to see supporters
tag us in videos of them reusing
the tins for Humo joints they roll
themselves, " Plascencia said. " It's
great to see our product become a
part of (their) daily lives. "
To suggest a product, email
magazine@mjbizdaily.com.
http://www.treeformpackaging.com http://www.commonmatterstudio.com
MJBizMag May-June 2023

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