With their talented team of innovators and state of the art formulation processes, Escape Artists quickly rose to claim their title as the #1 brand in Colorado for cannabis-infused topicals. Following their success, however, Escape Artists realized that their packaging fell short in reflecting the quality of the product inside. The combination of dominant market command, expert team, and ample momentum all worked to put Escape Artists in a prime position to seize the opportunity (and challenge) facing all cannabis companies: with legalization happening quickly in other states, how can category leaders ensure their brand is buttoned up enough to not only withstand the rapidly changing industry, but stand out? Looking to answer these questions and better serve their consumers, EA reached out to unpack’d.

Although the cannabis category has undergone a drastic change in public perception, the remaining stigmas around marijuana use have left a large swath of curious consumers at a crossroads; for people who may even be nervous to walk into a dispensary, they’re in need of brands they can trust. These are consumers interested in using cannabis, but can’t risk taking the wrong dose. They’re looking for discretion - you won’t see these folks wearing tie dye marijuana leaves on their chests. More than the standard stoners, there are many people looking to wind down instead of wine down, to let go of inhibitions while not losing control. They needed a quality product instead of a quick high, putting Escape Artists in a prime opportunity to reach an inquisitive market.

To bridge the gap between a quality product and a curious consumer, Escape Artists’ packaging looked to emphasize sophistication without the stuffiness. Color psychology played a pivotal role with the use of teal, while also ensuring consumers could find their most trusted brand regardless of how differing dispensaries shelved their products. Clearly communicated levels of cannabinoids like THC made it easy to relax without fear. Rich colors, tactile elements, gilded embellishments and a clean design aesthetic reiterated quality (and made the products easy to display on bathroom vanities or pull out purses for discrete use). What’s more, the hidden keyhole in the logo and stippled details on the inside containers subtly positioned Escape Artists as the key to unlocking an elevated lifestyle while still “connecting the dots of life.”