INSA, a cannabis startup, is among the first to offer recreational sales in Massachusetts, having officially launched at it’s Easthampton MA location on December 22. Award-winning brand services firm BRIGADE worked closely with the INSA team to build the brand from the ground up, creating a bold identity and vibrant packaging system that can help the company stand out in a rapidly developing industry.
The new brand positioning — “Live Your World” — is centered on the notion of connectivity, seeking to emphasize that INSA brings people together through the effects of premium cannabis. The logo features sleek, custom sans serif lowercase type, with a stylized dot over the INSA “i” that evokes two overlapping leaves, a reference to the combination of indica and sativa in the brand’s name. As an extension of the positioning, the visual identity differentiates the brand’s flower profiles through five unique moods with corresponding icons, colors, and experience language.
The new and versatile packaging system provides an opportunity to bring the brand positioning to life and create unique consumer experiences. Distinctive canvases painted by Brigade’s own artists showcase nature-inspired patterns that provide a sensory shopping experience. “The final designs are eye-catching and encourage consumers to pick up and explore the package,” says Brigade Associate Creative Director Joe Marden. “They also consider consumer navigation and provoke an emotional, tactile response specific to each product.”
