Positioning a brand to pioneer a new lane in the Massachusetts cannabis market

  • Identity
  • Packaging


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.

This does not constitute an endorsement of any kind.


View our work.