Recognizing white space in the evolving edibles market, the founders of Dovana came to us with a vision of a sophisticated cannabis-infused caramel. The mom and pop duo already had an artisanal-level recipe and wanted to collaborate with us to create a brand strategy, name, and packaging system to match.
Read more here about why Noise 13 + Cannabis are a perfect fit.
Our work with Dovana began with a quick D&A session, where we zeroed in on a specific target audience for the brand: female to androgynous, 30-70 years in age, new and existing cannabis users. To appeal to this demographic, we determined that both the name and brand personality needed to exude luxury but still be approachable — could we inspire people to replace their after-work glass of wine with a Dovana caramel instead?
The naming process was relatively efficient as the client came to us with a few ideation themes in mind. We landed on the name “Dovana,” which means “gift” in Lithuanian. It’s a hint at the family’s heritage, as well as a way to subtly acknowledge the restorative and relaxing effects of cannabis. The logo reflects this meaning — it has a sense of indulgence, with custom lettering that swooshes and swirls, reminding us of the soft and lavish caramels themselves.
When it came to packaging, the real challenge was to effectively (and beautifully) communicate the complex levels of cannabis-related information. Although Dovana is only launching with their vanilla caramels, they eventually want to explore confections infused with different types of cannabis, cannabinoids, flavors … and potentially, even different products. With this expansion in mind, as well as the ever-changing cannabis compliancy laws, we designed a system to make future growth as simple and cost effective as possible. Variable information lives on a label that is applied to a universal box, making inevitable content updates quick and affordable without sacrificing style.
—Albert Da Cunha, Owner, Dovana
Thank you again for all that you have done and led the team to produce. It’s been amazing, and everyone I show the packaging to is blown away.
With a delicious product made with love — and now, a brand to match — Dovana is set to distinguish itself as a luxury edible cannabis brand in what is soon to be a saturated market. As the company grows, it will easily be able to work within the existing brand to expand its line of products without breaking the bank.
An exercise in information architecture as well as elegant design, the Dovana packaging was truly a “delight” to create. We’re excited to see how the brand makes its mark in the industry (and be volunteer taste-testers along the way).