Science, aeronautics and NASA inspired the Very Polite Agency's packaging design for ALT, a liquid cannabis product for people who want a mind-expanding rather than purely medicinal high.<\/p>\n
The Canadian creative agency worked on every aspect of the brand identity with the ALT founders, including the name.<\/p>\n
\"ALT\" is a play on the words \"altitude\" and \"altered state\" that eventually evolved into an acronym Advanced Liquid Technologies.<\/p>\n
The product has a couple of unique selling points: it is liquid in form, and it promises a controlled but deep high that, according to the brand, opens up neural pathways and gives users a chance to see things differently.<\/p>\n
Very Polite saw a potential market among people interested in self-improvement based on scientific approaches, and they designed the packaging accordingly.<\/p>\n
\"ALT was rooted in scientific development, which we found interesting in a space where cannabis often has an 'organic' or 'granola' association, both in aesthetic and overall tone,\" Very Polite partner and head of creative Dylan Rekert told Dezeen.<\/p>\n
\"We wanted to pull from the science element without it feeling pharmaceutical. We had to find a way to make it work, and to us that came in the idea of performance.\"<\/p>\n
This brought Very Polite to the aeronautical and moon-landing theme not only was it scientific, it conjured associations with human aspiration and achievement that seemed right for ALT.<\/p>\n
At the same time, the overall effect had to suit the demographic by being discrete and refined \"something they would have no issue displaying on their coffee table\", according to Rekert.<\/p>\n
They took their visual cues from NASA, incorporating a minimal black, white and silver colour palette with dashes of red.<\/p>\n
The visual identity pairs navigational elements such as crosshairs and GPS coordinates with lean, sans serif typography.<\/p>\n
When it came to the packaging design, space food was a major reference; ALT comes vacuum-sealed in silver foil, looking like a luxury version of the meals astronauts get on voyages.<\/p>\n<\/p>\n
The box within contains five resealable vials of ALT, with dosage levels clearly labelled.<\/p>\n
The product comes in either a \"functional micro-dose\" version with five milligrams of THC per vial or a \"deeper expression\" with 10 milligrams of THC per vial.<\/p>\n
ALT's approach is in contrast to other new premium cannabis companies such as Dosist and Standard Dose, which have tried to associate themselves with wellness.<\/p>\n
It is also a departure from the jokey or kitschy branding that still dominates in the sector.<\/p>\n
\"Ultimately, the cannabis industry is a pun-filled market we didn't want to fall into,\" said Rekert.<\/p>\n
\"What we created was a strong, aspirational concept that approached 'getting high' from a different perspective, and the idea of doing something to expand potential for yourself,\" he continued.<\/p>\n
\"The same way meditation has gone from a 'hippy' thing to a widely socially accepted and integrated practice, using ALT is a form of modern connectivity, evolved from the perception of simply 'getting high',\" he said.<\/p>\n
\"It can be a cerebral drug, with the right dosage, expanding the mind intentionally.\"<\/p>\n
ALT will be available to buy in North America, which has seen an explosion in cannabis-related products and technologies since US states began legalising recreational marijuana use in 2012.<\/p>\n
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ALT uses aerospace-inspired packaging for its "mind-expanding" liquid cannabis - Dezeen<\/a><\/p>\n","protected":false},"excerpt":{"rendered":" Science, aeronautics and NASA inspired the Very Polite Agency's packaging design for ALT, a liquid cannabis product for people who want a mind-expanding rather than purely medicinal high. The Canadian creative agency worked on every aspect of the brand identity with the ALT founders, including the name. Continue reading