LA-based cannabis gummy and street brand, RERUN, hopes to become a cult cannabis brand. Its launch marks the start of a partnership between House of Brands and Pearlfisher, with additional products yet to come. In addition to creating and naming RERUN’s brand, Pearlfisher developed the brand strategy, visual identity, packaging, art direction, point-of-sale components, website design and social media assets for the brand.
“RERUN is the instigator of raw and untamed fun,” says Hamish Campbell, VP Executive Creative Director at Pearlfisher New York. “It’s for people who just want to indulge in something spontaneous, social and on-the-go. This idea of ‘consume responsibly, behave ridiculously,’ evolved as RERUN’s tagline, and it unlocks a key tension or disconnection between cannabis culture and cannabis branding that has existed up until now.”
RERUN is inspired by street culture. Beginning with the fully capitalized word mark, the brand’s character is revealed through details like the arrow that is formed in the negative space between the ‘E’ and the second ‘R’ – a symbol to nudge the night forward – whereas, the reversal of the second ‘R’ acknowledges the nights consumers would like to relive. A secondary icon represents the instigator of fun – a symbol of the friend who is dead-set on making the night memorable. This shorthand brandmark aims to solidify RERUN’s attitude and is created in a hand-done quality intended to become a tag in street culture through graffiti and stickers.
The RERUN packaging is safe, responsible and pocketable. The outer metallic packs reveal an outline of the tin within while encouraging a bit of ridiculousness through the flavor names. Inside, the matte metal tins reflect the urban aesthetic with an embossed brand icon and word mark to build brand recognition. The tins are made durably to endure whatever antics the night might bring while the mirror-like metallic packs are meant to match the reflective nature of reminiscing on the night before.
“The uniqueness of RERUN and what makes us different from the rest is wrapped up in the name and brand story,” says Art Kushkyan, CEO at House of Brands. “We have watched that essence come to life through Pearlfisher’s design.”
