Revelry: How to Build a Cannabis Brand in New York

Hello! My name is Karli. Thanks for taking the time to get to know me. I started this journey 4 years ago when we launched our hemp company Head & Heal at our local farmers market. It's been quite the adventure ever since. I was never formally trained in marketing or branding and learned everything I know from other's along the way who were willing to answer my endless questions.

Remember, there is never any harm in asking, and no question is a stupid question. I'm here to support other New Yorkers who want to enter the legal cannabis industry. 

If you are looking for a partner to manufacture your products, please reach out to us at [email protected]
Follow me on TikTok @hempceo for updates on the NY cannabis industry 
I only had 10 minutes to teach you guys what I've learned over the last 4 years, and I know it's hard to process it all, so I wanted to make a list of notes and some links that may be helpful to you on your way to building your cannabis brand in New York. 

List of currently licensed cannabis processors in New York state

Here is a list of all of the currently licensed processors/manufacturers in New York State. This list was last updated 1/23/2022. You can check on the OCM website for an updated version if you are reading this after 2/23/2023

Packaging Companies

There are limitless options when it comes to compliant packaging. I've ordered over 1,000 individual samples of packaging and still finding new solutions every day. Some of the companies I have spoken to or worked with include:
  • Marijuana Packaging: Stock program in the U.S. - Going to be your fastest path to market
  • Custom Cones: Some custom and generic solutions for pre-rolls/blunts.
  • The Packaging Company: I have not worked with this company, but I have liked their samples. They do both generic and custom products. 
  • GPA Global: Fully customized solutions. MOQ's of 10,000 or more and lead times up to 6 months 
Questions to ask packaging companies:
  1. Can you send me samples of product XYZ?
  2. What are your minimum order quantities? 
  3. What are your lead times including shipping? 
  4. What are your payment terms? 

Sources of Inspiration for Cannabis Brands

I find inspiration everywhere. I like to go to my local drugstore, supermarket, Target, boutiques and look at the brands that speak to me. I take photos of shelves constantly and study what works and what doesnt when it comes to packaging. Remember that customers will not be able to touch your packaging. Everything will be locked behind cases, so be cognizant of your design. It must be both functional and beautiful. 

When I'm creating a new brand, I like to gather all my ideas to a pinterest board. 
Dribbble is a great site to gather inspiration. 

Understand the New York Cannabis Packaging Regulations

Regulations are constantly influx, especially in a new market. Know that regulations can change at any time and you will be required to be in compliance. Don't overbuy packaging or create packaging that is difficult to edit/change. Regulations can be found on the OCM website. These are the regulations as of December 19, 2022, but make sure before you begin designing you find the most up to date regulations. Sometimes the OCM is not on top of keeping the regulations up to date, so email them if you want to be for certain you are following the correct regulations. 

How to create a design brief for cannabis packaging

STUDY THE REGULATIONS. DO NOT BEGIN DESIGNING WITHOUT A THOROUGH UNDERSTANDING. 
I create my design briefs using google docs and share the document with my designer at the beginning of a project. A design brief should include EVERYTHING and I mean EVERYTHING that is to go on to your packaging. If you are designing a box, you should literally type what goes on the top of the box, what goes on the front of the box, etc etc. Every single word from your brand name, to all of the warnings required by the state should be in your design brief. 

How to create a barcode

You should buy your barcodes from Gs1. 

If you've made it this far... 

I hope all of this informations was helpful to you! I can't wait to see all the creative, high quality brands that are going to come out of New York!!!! Let's build this industry!!! 
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If you'd like to learn more about my brands, you can follow us on instagram or checkout each brand's website.

Florist Farms
Instagram: @floristfarms

Head & Heal
Head & Heal CBD
Head & Heal THC
Instagram: @headandheal

Blotter
​Instagram: @blotter_concentrates

Tune Seltzer
Instagram: @tunespace