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Humble Flower began in beautiful Humboldt County, California, where two women forged a friendship based on their mutual passion for cannabis cultivation and the plant's therapeutic benefits. Thea Wayne and Jordan Darian co-founded Humble Flower to bring the topical healing properties of cannabis into a collection of luxury skincare products.
The pair met sitting next to one another in a photography class at Humboldt State University. Darian was also apprenticing with a master grower, learning the intricacies of the cannabis business. They eventually joined forces, and Humble Flower was born.
Says Darian, “We saw a gap in the cannabis market for a high-end topical line. The only topicals in the market were either very masculine or had plain packaging or both. We knew we needed to set our-selves apart and that the industry was lacking in this category.”
Once they settled in Los Angeles, Humble Flower reached out to the entrepreneurial design duo at Edition, co-founders Malin Dubets and Katelyn Peterson. The pair started their studio after working together at a San Francisco multi-disciplinary design firm. Like Wayne and Darian, the team was intrigued by the budding cannabis industry. Initially working with an industry expert, Salwa Ibrahim, on various projects and eventually expanding to topicals, oral sprays, Flower, and drinks.
Dubets recalls, “We were/are drawn to cannabis because of the passion, enthusiasm, and incredible work ethic of the people in this industry. Their focus on the power of cannabis, helping others, and their products' quality is inspiring. Humble Flower being no exception. They push boundaries, look at their brand holistically (design, products, marketing, etc.), and have carved out a corner for them-selves in a booming industry of brands and products.”
Humble Flower looked to Edition to advance its cbd packaging design and destigmatize the use of cannabis. Says Dubets, “We have a shared vision for what the Humble Flower brand should be: clean, minimal, rich, with special, unique “moments” sprinkled in. After our first meeting, we hit the ground running: redesigning their logo, packaging, website, client touchpoints, product displays, merchandise, trade booths, you name it. Together, we reimagined every aspect of their brand.”
Humble Flower’s skincare products are made using superior quality CBD and natural ingredients. They have been crafted to absolute perfection. When considering packaging, they knew it would be essential to illustrate that craftsmanship through ultra-clean design and top-of-the-line materials married with specialty printing techniques.
A large part of the redesign was intended to remove the stigma that can come with using cannabis as a valuable part of health and wellness routines, an important consideration in cannabis beauty design. To accomplish this, they focused on beautiful, gold-standard packaging and labels. Thick paper labels, uncoated eggshell boxes, frosted glass bottles imported from Italy, and gold closures, allow the Humble Flower Brand to sit on any counter without worrying about cannabis products.
For the refresh, Edition selected luxurious Neenah® Folding Board and Estate® Label No.8 papers to make their new cbd skincare product boxes. Says Peterson, “When our printer shared the Neenah Folding Board sample book, we sensed—without hesitation—that was the paper and selected it on the spot. The labels were easy. We have been using Neenah’s Estate papers for our wine label designs for years. We knew the gold foil and litho would look amazing and stand up to any wear and tear beauty products undergo.”
Adding marble-printing inside by featuring 4-color litho, blind debossing (to create a marble-like texture), and foil-stamped gold veining boosts the products' minimal appeal. It makes a moment of engagement upon opening the box.
Comments Darian, “Our customers are happily surprised when they open one of our boxes and see the elegant marble gold foil pattern inside. That particular element of thoughtful design makes an emotional connection. When you pick up one of our bottles or receive any of our promotional materials, you instantly engage with the paper's weight and texture.”
This gorgeous beauty product packaging design proves uncoated paper and labels are anything but boring. Using a clean, white, sustainable folding board as a backdrop, Edition could elevate the branded packaging both outside and inside. No detail was too small or without intention. Consumer response shows it doesn’t go unnoticed either.
Comments Darian, “The response to our new packaging has been overwhelmingly positive. After the debut, we launched into Anthropologie with our CBD line last fall. We work hard to create distinguished cannabis products that set us apart and keep us at the top of the premium topical category. Our eye-catching packaging has also opened the door for us to gift high profile celebrities and be part of exclusive events. Stay tuned; we are launching several more new products in the coming year!”