Agency: Studio Blackthorns
Creative director: Ludovic Mornand
Location: France
Project Type: Concept
Packaging Contents: Oil, cream, gummies
Packaging Substrate / Materials: Dropper bottle, paper pouch, cream jar
Printing Process: Foil stamp, digital printing

Karma CBD is a hypothetical line of conceptual products targeted for recreational cannabis markets based on 5 different wild herbs used in Russia: Ivan Chai, Zveroboy, Tavolga, Smorodina & Brusnika. Karma CBD aims at offering customers a luxurious and unique cannabis brand experience in the emerging LowDose CBD market. These days, cannabis legalization has brought about important changes in the homeopathic market. We are now seing an increase of interest in CBD tea as well with a new class of customer who wants to relieve their aches and pains.

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In the olden days, Ivan Chai (willow herb) was thought to have many health benefits so people drank it when they fell ill, as well as for pleasure. Today it’s scientifically proven that Ivan Chai has fever-reducing and energy-boosting properties, reduces the risk of developing cancer, cleanses the body of all sorts of toxins, and relieves headaches.

Zveroboy is a bright-colored plant with yellow leaves. It was widely used in Russia to help workers recover after a hard day toiling in the fields. Zveroboy was brewed to treat kidney and gastrointestinal diseases and to help get rid of vascular spasms and colds of all sorts.

Initially, Tavolga was known as a ritual plant of the Scythians and Celts. In ancient Rus’ it was used as a painkiller and medicine. Tavolga tea can relieve severe pain, treat stomach ulcers and diarrhea, as well as nausea, rheumatism, gout, and fever. In modern medicine, Tavolga is used after a stroke to prevent the formation of blood clots.

The medicinal properties of Smorodina have been known from as early as the 11th century. In Russia, the plant is still popular: Its berries are used for making jam or are pulped with sugar, and its leaves are used for ointments, infusions, brews, and tea.

Brusnika is rightfully regarded as the queen of Russian forests and herbalists call it the “health berry.” Slavs even created a beautiful legend about lingonberry and its medicinal properties. According to the legend, a swallow pitied people and wanted to rid them of disease and give them immortality.

What’s Unique?
The challenge in designing this product line was how to successfully create a premium and aesthetic look to the audience through Russian culture and myths. The solution was to combine retro cultural Russian illustrations and patterns with a vivid colorful approach and modern typography.