After 180 Years, Why Change?
People haven't heard from JOB in a while, and as a result, have forgotten about it.
Resistance over the years to establish a web/social media/public presence has left the brand with very low recognition. Audiences are vaguely familiar with the company’s packaging, however, they lack the enthusiasm and cult following brands such as RAW possess.
With a quickly approaching release of the new JOB Organic Hemp Rolling Papers, the brand wanted to tap into the excitement around hemp products—positioning this line as a luxury lifestyle brand for trendy adults.
What Obstacles Are We Facing?
Due to strict legislation, rolling paper producers are limited to communicating with audiences in-store at point of purchase, all other sales must occur through a second-party retailer. Unfortunately, this environment is often perceived as sketchy or low-brow—a utilitarian purchase.
Surprisingly, this also serves as a valuable advantage. Unlike many other consumer purchases, this transaction most frequently occurs in-store. This first touchpoint gives us an opportunity to create visceral, memorable impact with JOB in real spaces and in real time.
We aim to transform a sketchy environment into a stimulating one.
In smoke shops, brands with the most variety command the most shelf space. We know that our retailers love SWAG and in-store displays. The more attention-grabbing the display, the more retailers will advocate for the product.
More shelf space= higher sales.
This vessel immediately acts a disrupter, standing out from the boxes surrounding it because of it's shape, materials and circulating promotions.
Many of the proposed models contain various compartments—not only only for papers, but merch and accessories as well.
Last, but not least, it's easy for the retailer to restock, and creates a draw for their customers.
Create a permanent, but malleable display that has a totally unique form.
The proposed packaging utilizes distinctive patterns found in this audience's immediate surroundings, an immensely powerful communicator.
The choice to use outstanding, recognizable patterns was inspired by luxury men's swimwear brands (Vilebrequin, Orlebar) as well as high-end chocolate packaging.
Designing packaging to coexist alongside events fueled by limited collections, seasonal releases, featured artist designs and brand partnerships.
Essentially, turn a low-cost, utilitarian product into a sought-out collectable.
In addition, the packaging and display would be rigged for an augmented reality experience, allowing these patterns within displays and packaging to morph and come to life when scanned.
This highly attractive tool grants an always changing, surprising experience for our audience. Plus, the more packages one scans (at home, various retailers or at a JOB experience) the more likely you are to win a trip with friends, VIP concert tickets, etc.
Currently JOB does not have an active following on social media. Creating a space for users to engage and share this content is paramount.
Its high time JOB joined the conversation.
Unfortunately, executing such a variety of designs on the exterior, would require the submission of an immense amount of paperwork. In order to resolve avoid this the packaging would appear on the interior flap, similar to a playing card.
Sketches: Dave Mez