Indiana Summers Case Study
As part of its brand rollout, Delta 8 hemp smokes brand Indiana Summers tasked AE Global with conceptualizing a brand that captures the summer season’s warmth and feel while embracing sustainable measures every step of the way.
Overview
With their brand roll out, Indiana Summers aimed to contrast the oft-dark and gloomy global news of the world with a bit of warmth and comfort for its consumers. Think, a summer escape with every inhale.
To do so, the Miami-based producer relied on its existing business infrastructure. Specifically, the client’s parent company, Math Ops LLC, had a large-scale cigarette production and rolling factory already in place by the time they came to AE Global. The company had roughly 2,800 partners across a network of approximately 14,000 US stores as a national distributor.
Sensing the hemp boom, they began to adapt machinery to roll hemp-based cigarettes. Thus, creating a new arm of the company and a need for branding experts to introduce the world to Indiana Summers.
The client brought in AE Global to head up the brand conceptualization for Indiana Summers’ upcoming rollout, beginning work in spring 2021.
Conveying an escapist summer vibe across the delta 8 hemp flower line was essential to the client. Embracing the summer feel was crucial to them, providing a sense of optimism after the pandemic’s effect on our lives in recent years.
At the same time, the company was equally passionate about bucking the norm created by regulations and a desire to save on production costs. Rather than the regular route, they sought to have a line of packaging that was entirely recyclable.
Tasked with creating a sustainable package filled with warm summer vibes, AE Global rose to the occasion, making custom packaging across Indiana Summers’ line, including 3- and 40-pack holders for Original and Menthol Delta 8 hemp flower smokes.
The Approach
Working with Indiana Summers to create that feeling came with unique benefits. The company’s already in-place infrastructure meant AE Global got to work with an established brand looking to branch out into a new emerging market–a change of pace from the oft-startup cannabis scene.
Creating brands is usually a smoother process than a rebrand. Most of the time, less backtracking and adjustments are needed along the way. An involved client also aids the process. That was certainly the case this time around.
Creating The Summer Feel
First came creating the summer sentiment across the brand. AE Global used three concepts to achieve the look and feel:
Concept #1:
A vintage t-shirt-inspired concept played off misregistered screen-printed denim fabric. Warm and cool hues blended to create a cohesive look and feel.
Concept #2:
Creating an authentic, laid-back, hand-finished appeal, true to the brand’s nature and product.