Fuzed

Not everyone who loves being high loves the actual act of getting high. Weed’s natural flavor is not for everyone. But in the cannabis vape space, despite a demand, flavored options often signal a brand trying to cover up a bad quality base product.

Vault49 partnered with the Fuzed team to carve out a new space that re-frames flavor in the cannabis vape market, loudly and proudly putting flavor first. 

The vape landscape is mostly made up of two worlds: one with shady brands loudly leading with flavors to cover up their weak product, the other with legit brands creating confusion between a flavor and strain (does Pineapple Express actually taste like pineapple?).

So we defined a third way into the category with the brand positioning The Realest Flavors Around, flavored with natural terpenes. The tone is loud and proud, cutting through the haze to communicate the message that Fuzed combines the highest quality cannabis with delicious flavors, adding a whole new dimension to your high.

The brand essence balances a fun attitude with a nod to natural quality, which comes through in Fuzed’s bold, juicily colored packaging.

Going beyond the category standard binary sativa (up) or indica (down), we’ve given each flavor its own distinct personality, dimensionalizing the type of high each strain will give you. A set of bespoke illustrated icons represent each persona and builds on the flavor credentials. The packaging even comes with a sheet of these as stickers for users to personalize their vape device with.

Flavors and personalities aside, our visual identity and brand assets were also inspired by bodega grocery stores. We took design cues from store signage and fresh fruit displays to further illustrate that Fuzed’s next-level product is flavor-first, communicating its a real, natural and down-to-earth product — and vibe.

Education is playing an increasingly important role in the cannabis category. On pack, we’ve incorporated a typographic introduction to the flavor personalities and what that means for each strain’s effect. Off-pack, we’ve created a broader cheat sheet detailing how each product tastes and what you can expect to experience with each hit.