Ditching the Dropper: Smart Dosing for the Luxury Cannabis Market
by Shawn Binder on 02/08/2021 | 4 Minute Read
With a focus on retro, bright, and bold, AFC collaborated with MAD CONSORT to create a new look for their cannabis and hemp products. With their sights set on a predominantly female demographic, they aimed to glamorize the healthful properties of cannabis ingestion and application by designing their minimalist logo and colorful array of designs. The decision to conveniently package the oil in a small, cylindrical bottle was as intentional as the process of its cultivation. The inclusion of cannabis facts and information within the package's design also aims to encourage consumers to become informed on what they're purchasing and using.
In an industry inundated with dubious claims and confusing buying experiences, AFC is a whole plant, full-spectrum hemp product brand that believes in transparency, consumer education, and highest quality. AFC’s products are rigorously tested multiple times at all stages of their journey from seed to bottle.
The company’s hemp extracts are packaged in translucent glass spray bottles, so consumers can see what they are putting into their body from the get-go. The product is cGMP (Current Good Manufacturing Practice) compliant and is organically grown, non- GMO, vegan, Kosher, and pesticide-free. AFC has nothing to hide and invites consumers to scan the bottle’s QR code, accessing the product’s COA (Certificate of Analysis). AFC encourages you to trust, but verify by learning everything about these high-quality extracts. No sleight of hand, no bait, and no switch hoodoo.
AFC’s packaging even telegraphs this vision by showcasing its oil in a thick, glass bottle that’s placed inside the outer rectangular packaging, creating a suit of armor to protect the oil’s cannabinoids from harmful light. From a product and brand design perspective, AFC positions itself at the crux of the growing overlap between the cannabis and wellness industries.
The fastest-growing of all segments in our market is the “Cannabis Mom” who looks for enhanced ways to supplement smart eating and exercise to slow the effects of aging and smooth the rough edges of middle-aged life. This is a huge and growing audience that mainstreamed organic, superfoods, clean eating, and ethical products. Now they’re doing it again, but this time for cannabis and hemp products. This demographic rarely shops on the right side of the menu. They are attracted to brands that match their way of life and coincide with other high-end health and beauty products in their medicine cabinet, both inside and out.
For this reason, AFC’s packaging and lush brand imagery cuts a sophisticated vibe with wooden bottle tops, adorned with the embossed AFC seal. The gorgeous, matte packaging represents the luxurious side of hemp. The product’s delivery method is also functionally special. Instead of the centuries-old liquid dropper you typically see with tinctures, AFC opted to use a smarter oral delivery system: the one-hand spray pump.
Designed by the AFC team, this method allows for more precise dosing and easier dose calculation, a sense of control that one lacks when using droppers. One simple spray directly into the mouth, onto food, or topically on achy body parts does the trick each time. It’s a fool-proof system that not only measures how much CBD you’re ingesting with every pump, but also prevents the oil from becoming contaminated. With this technology, users can also easily share the benefits of AFC’s hemp extract with friends, family and canna-curious acquaintances without worrying about also accidentally sharing germs.
- Ditching the Dropper: Smart Dosing for the Luxury Cannabis Market: Designed By:MAD CONSORT + Goat & Bear
- Instagram: @afcannabis
- Founder & Creative Director: Anna Addison: MAD CONSORT + Goat & Bear
- Creative Director: Nick Skyles: MAD CONSORT + Goat & Bear
- Strategy Director: Clare Skyles: MAD CONSORT + Goat & Bear
- Brand Strategist & Content Creator: Kendra Rainey: MAD CONSORT + Goat & Bear
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