San Jose, California, dispensary Airfield Supply Company, has announced its line of cannabis flower, pre-rolls, concentrates, and vapes called Aviation. The new brand leverages Airfield’s vertical integration as a full-service cannabis retailer to cultivate flavor-forward indoor and hand-trimmed buds sealed in sustainably-focused, stylish packaging.
Aviation’s branding and identity from designer Sam Jorden builds on the air travel concept developed by Airfield CMO Chris Lane and CEO Marc Matulich, with nods to travel and flight on the packaging. The colorful graphics feel inspired by vintage airline posters, while typography is superb; the Aviation wordmark’s lower-case “t” has a crossbar that tilts upwards and joins with the “i’s” dot, strengthening the flight concept elegantly.
“We wanted to explore the juxtaposition between professionalism and personality,” Lane says. “Between clean visual elements that evoke quality to build product confidence and those that hype the spirit of adventure, curiosity, and funkiness. We wanted to make something that looks great when displayed in the nicest of social settings but also sucks you in personally with color, line, and shape and allows you to get lost in the stories on each package. We half-jokingly started calling the idea ‘the branding mullet’ as we explored how to build product design that had both the business of quality and the pleasure of a good time.”
Airfield’s Aviation products also come packaged in reclaimed plastic in the case of flower and pre-rolls, with recycled paper and cardstock used for vape cartridges and concentrates. Additionally, the eighth-ounce tins keep bud fresh for up to two years. The use of reclaimed and recycled materials in Aviation’s packaging is part of an overall effort by Aviation to be kinder to the environment, which includes a packaging collection program in-store, and the use of electric cars in its touchless delivery service.
“We juxtaposed the clean looks of white and black in play against aggressive color to find how the power of each could enhance the other as a way to show our love of flavor, terpenes, and the entourage effect,” Chris explained. “It was all about how we push the boundaries of cannabis branding, not settling for one side of the ‘professional or fun’ spectrum but rather defining a new way to bring both together for the greater good. This balance is the soul of Aviation – a marriage of decades of expertise in cultivation and quality and a sense of fun and adventure that only premium cannabis can bring.”
As one would expect, Aviation is available through Airfield’s store and delivery service.
