WS Packaging Case Study: Packaging helps establish a new brand identity in the growing marijuana market

Seattle-based Db3 Corporation is a new company getting a foothold in the expanding marijuana market. Its brand of cannabis-infused products is called Zoots (www.zootology.com). Db3 wanted to positon its Zoots brand in a way that best supports the new reality that marijuana is a legitimate business enterprise and can appeal to a wider target audience.

While product quality is vital to securing ongoing business, the packaging plays a key role in getting the products noticed at shelf, driving purchase intent, and differentiating the Zoots brand from competitors.

The Zoots product line includes ZootBites, premium cannabis-infused brownies; ZootBlast energy shots, which contain THC blended with caffeine; ZootDrops liquid concentrates, available in a high-energy blend and a relaxation blend; and ZootRocks Chili Cinnamon and Lemongrass hard-candy-like nuggets.

ZootBites are poly bagged in a folding carton that can be hung from a shelf hanger or displayed standing on end or laid flat. ZootBlast energy shots are packaged in a glass bottle with a safety cap. ZootDrops are offered in a HDPE bottle with a flip-top for multiple usages. And the ZootRocks candies are sold in a tin container with a lid that allows for multiple usages. Other than ZootBites, all the packaging carries shrink labels that incorporate a safety seal.

In the first few months the Zoots products were in the market, Db3 frequently heard from customers that the packaging is what attracted them to the brand in the first place. That they initially chose a Zoots product over others was because the packaging made them feel more confident the brand would deliver a safe, reliable experience. Zoots products are currently available at recreational marijuana stores throughout Washington State.

Retail partners for Db3 frequently comment how they like to display Zoots products front and center because the packaging conveys the same messages the stores want to express. They want a significant level of trust relative to product safety and consistency. And they want to present it in a way that is consumer-friendly in a format that both attracts the consumer and clearly informs them about how to safely use the product. It helps to normalize the industry, and they appreciate that.

For a closer look at the push by Db3 to avoid images of the stoner past, read this profile in Packaging World magazine.

John Giesfeldt, Senior Manager-Marketing