Executive Creative Director: Kirsten Modestow
Creative Director: Joe Marden
Creative Strategy/ Copywriters: Melenie Freedom Flynn, Kathryn Slater
Designers: David Foote, Tim MacKay, Kristin Roy, Liz Moran
Illustrators: Adam Komosinski, Jimmy Parker, Thom Dudley, John Silva
Account Manager: Karen Leet
Project Type: Produced, Commercial Work
Client: INSA
Location: Hadley, MA
Packaging Contents: Cannabis
Packaging Substrate / Materials: Mylar Plastic, Cardboard

From Canvas to Cannabis: BRIGADE Helps INSA Launch Recreational
INSA is making waves in the Massachusetts recreational cannabis revolution. The cannabis startup is one of the first to open for recreational sales in the state — officially launched at the company’s Easthampton location on Saturday, December 22nd at 10am. 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.

INSA began as a medical dispensary, known for their beautiful and modern retail spaces, high-end concierge service, and products sought after across the state. In our work to build their brand identity, we focused on the dedication to craft and high standard of care that guides their organization.

Live Your World
Leveraging in-depth research regarding the competitive landscape and interviews with key stakeholders, we created a new brand positioning: Live Your World. Centered on connectivity, this message emphasizes that INSA is a forward-facing brand that brings people together through the powerful effects of premium cannabis.

We brought the positioning to life through an exciting visual identity. The final logo features sleek, custom sans serif lowercase type, with a stylized dot over the INSA “i” that evokes two overlapping leaves — a reference to the combination of indica and sativa (in/sa) in the brand’s name.

As an extension of the positioning, the visual identity differentiates the brand’s flower profiles through five unique moods with corresponding icons, colors, and experience language. Inspiring lifestyle photography for billboards and posters invites consumers to embrace INSA cannabis for fun, for health, and for life.

An artful, dynamic packaging system
To prepare INSA for their recreational launch, we built a complete packaging system. More than simply accommodating the brand’s product line of over 100 SKUs, the packaging system provides a massive opportunity to bring the brand positioning to life and create a unique consumer experience.

“Branding is absolutely critical in the cannabis revolution. Every detail matters,” said Executive Creative Director Kirsten Modestow. “The INSA consumer is interested in more than just buying a product. They want to be engaged, and embracing the package as a canvas for art and design allows the brand to act as curator at every touchpoint.”

Distinctive canvases painted by our in-house artists showcase nature-inspired patterns that pop when applied to the retail packaging and provide a sensory shopping experience. Five patterns apply to the flower profiles, with a related pattern and color structure for non-flower products, including edibles, concentrates, vaporizers, distillates, tinctures, and capsules. Taken together, the overall system suits a product lineup that will continue to expand.

“The final designs are eye-catching and encourage consumers to pick up and explore the package. They also consider consumer navigation and provoke an emotional, tactile response specific to each product,” said Joe Marden, Associate Creative Director at BRIGADE.

With a brand identity and packaging system unlike anything else in the industry, INSA is primed to be a game-changing leader in the recreational cannabis space. Explore the launch, and stay tuned for more exciting news in the coming months.

What’s Unique?
We partnered with startup INSA to build their brand from the ground up as they lead the Massachusetts recreational cannabis revolution. 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.