The passage of modernized cannabis laws has sent the industry into a frenzy that’s reminiscent of the North American gold rushes of the 1800s. Opportunity abounds, but the one thing that is different this time around is that this gold rush has a bit more regulation.
With an abundance of options, standing out in the cannabis market not only requires a quality product–it requires an understanding of your target market and a knowledge of how to capture their attention.
Ryan Day, the founder of the premium cannabis distillate company, Inhale Exhale, possesses the perfect blend of experience and intuition needed to launch a new cannabis product.
Day’s formal education is in fine art and design, and it’s those principles that led him to do everything from
“If you know how to design, you can apply it to pretty much anything,” said Day. “The principles are the same – proportion, harmony, all the design fundamentals apply to any industry.”
That said, Day didn’t launch his brand without first gaining practical experience. Prior to launching Inhale Exhale, he was the lead web and packaging designer for several large cannabis brands. This experience gave him a broad view of the market, allowing him to foresee areas of opportunity. One thing that was blatantly obvious to him was how the perception of medical cannabis has shifted, but the packaging design for the industry has not.
“With graphic design, it’s really about knowing your target audience and the fundamental, key messages,” said Day. “My design philosophy is simplicity. It’s more sophisticated and mature than a lot of companies in the cannabis industry who go with that stoner look. I don’t think that’s what the industry needs to get the respect it deserves.”
From the beginning of the design process, Day knew he wanted the customers to be able to examine Inhale Exhale’s cartridges through the packaging. He also understood that discerning customers would look for a honey-like viscosity as an indicator of a high-end product. “The cartridges are a big selling point,” said Day. “The ones I use for Inhale Exhale use ceramic heating elements and have a shiny gold coating. That’s why I wanted to implement gold foil.”
In addition to the gold foil and the die-cut cannabis leaf to reveal the cartridge, a custom insert was designed to showcase it.
“Working with Professional Image and their engineers was fantastic,” said Day. “The insert was something I wasn’t quite sure how to do from an engineering standpoint, and they designed an elegant solution for holding the cartridge so it displays nicely through the die-cut window.”
“I went to several different companies trying to get help with custom box designs and they all said, ‘We can’t do it’, but Professional Image said, ‘“Yes, we can’.”
Propelled by the success of the Inhale Exhale product line, Day has plans to expand the lineup, creating some products that cater to an even higher-end demographic. With his knack for design and his keen understanding of the industry, we are sure his ventures will be a success.
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Inhale Exhale Premium Cannabis Distillate Cartridges