Overview
Design decisions
THC COOLER DESIGN
When Bernick's integrated THC/CBD brands into our portfolio, I was assigned the task of designing a "generic THC" aesthetic for our point-of-sale materials that could accommodate multiple THC brands. A key component of this project was the development of a customizable cooler wrap that would distinguish our coolers from competitors.
Sales representatives were given the option to select between two color schemes, along with featured products or logos, ensuring that our market presence remained uniform while allowing for individual account uniqueness. To assist our Sales Team in differentiating and ordering the appropriate coolers, I also created a one-page reference document that included measurements and detailed descriptions.
When I began designing these coolers, I conducted thorough research on both new and established brands within the market. My goal was to create a design that complemented a variety of packaging styles and colors. Ultimately, I chose a gradient from dusky blue to yellow and red, allowing the coolers to stand out while effectively accentuating the showcased brands.
I aimed for a minimalistic design that would enhance the brands without overshadowing them. To achieve this, I developed a custom radial pattern incorporating elements such as can tops, pop tabs, bubbles, marijuana buds, and liquid droplets. Given the less welcoming perception of THC products in Northern Minnesota at the time, I focused on making the cooler appear friendly and approachable to foster trust among consumers.
As previously mentioned, the primary objective was to create a fun, unique, and memorable aesthetic that would stand out in the market. The eye-catching coolers, strategically positioned within retail spaces, along with engaging point-of-sale materials, successfully highlighted these emerging beverages. As a result, Bernick's achieved over 1 million sales in THC/CBD products within the first year. We are committed to expanding our portfolio by continually integrating new brands.
