Multi-state operator Ascend Wellness Holdings (AWS) has recently launched Simply Herb, a new, value-forward cannabis brand sold in Illinois, Massachusetts, and Michigan. The flower-focused line will also include popcorn buds, shake, and pre-rolls in Massachusetts.

Simply Herb instantly communicates its value-forward proposition with branding and packaging that keeps things cool and casual. There’s no celebrity behind the brand, no ultra-luxe packaging, or white glove delivery service.

No-frills, however, doesn’t translate to bland or generic. The packaging is fun, and the typography is charming with a pleasant color palette and a tinge of nostalgia. Overall, Simply Herb’s presentation does an excellent job at communicating that consumers are spending more on the weed and less on the marketing and other fancy stuff that doesn’t get you high.