G High Joe - Custom Ration Tin
This design is featured in the manufacturer's (Contempo) Trade-Show display as a showcase of their manufacturing process and abilities. This product was solely responsible for GHJ being carried in over 50+ stores.
Client: G High Joe
2023
Project Roles:
Creative Direction
Product Strategist
Graphic Designer
Production Lead
Market Researcher
Marketing Lead
Advertising Design
Analytics Manager
Deliverables
Custom Metal Tin
Custom TPU Insert
3D Die + Tooling
Labels / Stickers
Mylar Packaging
Stock Images
Logos + Treatments
Vector Artwork
Marketing Materials
Project Overview: Making something new… look old!
I developed the artwork, die tooling, and marketing strategies for G High Joe's RATION Products. This is one my favorite projects, as well an example of an intricate and hands-on design that's been produced in mass quantities. After GHJ's launch and success, they began to quickly plan for the future and expansion of their brand. My task was to develop GHJ's strategy and aesthetic for their upcoming line of ready-to-consume, pre-rolled products. Many brands in the ready-to-consume market, such as Stiiizy and Jeeter, are extremely popular and thrive from their reliance on their fan-bases. To say GHJ was the underdog, would be an understatement, as this project would attempt and succeed in launching a unique product in the most competitive category in their industry. In addition to my contributions in designing and marketing, I was responsible for sourcing a capable and cost-efficient producer that could incorporate functional features and modify existing die-molds, as required for the project.
Problem Statement:
G High Joe, capitalizing on their successes, elected to “up-the-ante” by launching a product in an extremely competitive and saturated sub-category; ready-to-consume cannabis products. The majority of brands in this category share incredibly similar design aesthetics and packaging, causing uninformed consumers to lack differentiation between brands. The GHJ Team and I mutually agreed it was in their benefit to release a product that visually distinguished itself from the competition's flurry of bright and colorful labels on glass jars. The cannabis industry is notorious for rapidly rotating market-trends, with the popularity of brands and product categories fluctuating every quarter. Releasing a product that is able to gain traction and secure longevity can be next to impossible, even for well established brands.
Analysis / Development:
Goals and Objective:
Project Toolkit:
Solution / Strategy:
Execution:
Multi-Layer Designs
This project required the precise alignment of several layers to achieve a satisfactory and expected end-result. The layers and processes required can vary vastly from manufacturer to manufacturer. For this project in particular, I had several conversations with the producer's (Contempo) production managers to achieve this result. It took consistent relaying of information between both parties to achieve the worn-effect that was desired.
Tin Base
50% Amber Ink
CMYK 4-Color
Deboss Layer
Emboss Layer
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"This product was foundational in GHJ's success. Many of our retailer partners were impressed with the unique and thoughtful packaging… Blake went above and beyond in designing for us."
Joe Brennan
Founder of GHJ
Challenges and Resolutions:
The manufacturing of TPU products, such as the tin's plastic insert, are produced in large quantity batches which allow for a marginal threshold of error that can often go unnoticed. Due to a rushed timeline that aligned with the Chinese New Year, an unusually high rate of warped inserts passed through quality control (QC). The quality assurance (QA) was addressed in future orders as well as a marginal adjustment being made to the structure of the insert to reduce production errors.
After a year on the market, some retailers experienced degradation in the quality of back-stocked products after a four month period. While the tins served their purpose for our expected shelf life, the tin's seal was not completely air-tight. I was tasked with creating an enclosure bag to conceal and extend the longevity of the product. Marrying the worn-down and dirty visuals of the tin along with an equally weathered cover was an exciting challenge and an opportunity to revisit one of my favorite projects.
Results / Impact:
GHJ RATION became GHJ's most popular product within a year of entering the market with sales accounting for nearly 60% ($1.6 million) of GHJ's total sales in 2024. GHJ RATION products are carried by 75+ retailers across both peninsulas of Michigan. In addition to exceeding market goals, I was asked by the producer, Contempo, for my permission to allow the design to be featured as an example in their future displays, trades shows, and sample packs. By accepting this offer, it would allow the GHJ tin to be viewed by thousands of companies and CEOs in countries across the world. My design was specifically selected as a showcase of the producer's vast technical capabilities and precision. I received praise from Contempo's design team for my communication efforts and ability to unite several complex features and processes into a singular design.
