ISLAND
Holiday
Packaging & Campaign
Inspired by outdoor adventure, Island is a cannabis brand born under the California sun. And the spirit of California is carried through in every product they produce.
While the 2020 holiday season during the pandemic looked different, Island didn’t want it to be any less merry and bright. We decided to illustrate the concept of “safer at home” with a new Home of the Holidays preroll collection. The season’s celebration launched three limited-edition strains in festive packaging along with a strategic partnership with Last Prisoner Project to help support those who couldn’t be home due to non-violent cannabis convictions. In a season dedicated to giving, Island donated a portion of each limited-edition Minis and Classics sale to three constituents and their families.
As the Creative Director of Island I led the holiday packaging and campaign development. To illustrate all the diverse ways Californians get in the holiday spirit, I illustrated and created packaging designs that brought to life the many different celebrations across the Golden State - from the victorian high rises of San Francisco to the desert scapes of Joshua Tree to the glittering gatherings in Palms Springs and the cozy, ski cabin stays. To add to the fun, if you collected all three Classic strains you could put the boxes together to make a larger, winter wonderland, city scene.
I art directed the campaign photoshoot and working closely with the social team, developed a creative roadmap with additional ways to support the campaign and expand upon the concept on Instagram, Twitter, and Reddit to further scale awareness, sales and engagement.
