Building a recreational cannabis brand from the ground up


INSA is making waves in the Massachusetts recreational cannabis revolution. The cannabis startup was one of the first to open for recreational sales in the state — officially launching in this space at the company’s Easthampton location in December of 2018. We worked closely with the INSA team to build their brand from the ground up, creating a bold identity and a vibrant, versatile packaging system to stand out in a rapidly developing industry.


Our work included a naming rationale, brand positioning, visual identity, and experience profiles for each of the brand’s flower offerings. We also built a complete packaging system for over 100 unique SKUs that considered consumer navigation and that created an emotional, tactile experience specific to each product. Distinctive canvases painted by our in-house artists showcase nature-inspired patterns that when applied to the packaging, pop in retail and provide a sensory shopping experience.

  • Identity
  • Packaging

This does not constitute an endorsement of any kind.