Aura grows meticulously crafted, world-class cannabis designed for users to enhance their day-to-day experiences. Zenpack and Haptik Studio developed an atypical brand identity, packaging, photography, and a website that offers a modern alternative in a crowded market. Aura offers a fresh approach to cannabis by describing the strains as profiles—Blaze, Roar, Cosmic and Flare—designed for customers to learn more about the effects so they can personalize their experience based on individual goals. Each profile comes to life through vibrant colors, specialized printing, and premium materials, inviting the customer to make a deeper connection with the products inside. The brand needed to reach a new audience while honoring their cannabis expertise. Based in the San Francisco Bay Area, Aura has over 75 years of combined cultivation experience. They knew the rejuvenating power of their plants, but they needed their customers to understand as well. Aura was on a mission to present the finest cannabis in the world as more than just something to consume, but a restorative tool. This unconventional approach would require a comprehensive branding study and industry research. Aura wanted an elegant, sophisticated, and powerful brand identity. From a graphic design standpoint, the main challenge was depicting the “aura cloud” and the four effects, abstract concepts more suitable for words. Aura imagined their brand to be more like a winery with distinct varieties intended for steady enjoyment, one sip at a time. The branding would also come to life across multiple surfaces, materials, and mediums. Once the brand guide was established, Haptik and Zenpack would need to apply designs on jars, boxes, pouches, and the Aura website. Texture, color, and graphics had to be consistent in order to maintain the brand experience across physical and digital touchpoints. The Aura logo is bold, emotional, and distinctive. The logo mark suggests an uplifting movement from an artistic brush stroke. The positive and negative space communicates both energy and calmness, which represents the wide array of products and their effects. The color palette is both functional as product line color codes and emotional as an abstraction for the effects. Overlapping to create new shades of the same color, biomorphic energy clouds flow across the packages, representing the exceptional moment when the customer and product combine to create something new. We decided to use lithographic printing on textured paper for the entire labeling system, covering boxes, cartons, jars, and pouches. This semi-coated substrate provides a vibrant color palette while keeping the surface matte for the foil finish to come alive. More than a throw-away package, the substantial structure invites customers to cherish each item and look forward to the ritual experience. The reusable pre-roll packaging places each joint into its own sleeve, making each precious and protected. Interior textured paper, unexpected hits of gold foil messaging—every detail is intentional and designed to spark joy.