In a marketplace overflowing with tired marijuana stereotypes, Aura stands out as a lifestyle brand for confident, empowered customers looking for the highest quality cannabis.
Based in San Francisco, Aura has over 75 years of combined cultivation experience. Once recreational cannabis was legalized in California in 2016, Aura wanted to harness their medical cannabis knowledge to connect with a previously neglected audience: women.
At dispensaries, customers are bombarded with aggressive imagery, large doses and excessive graphics—the result of companies rushing to stock shelves in time for legalization. Aura took their time, offering an approachable yet refined brand identity. They were on a mission to squash stereotypes and present the finest cannabis in the world as more than just something to get you high, but a restorative tool.
In collaboration with the branding & packaging design studio Zenpack, Aura developed a unique identity that reimagines the human relationship with cannabis. Aura offers a fresh approach with four profiles—Blaze, Roar, Cosmic and Flare—designed to educate customers about the effects, empowering them to personalize their experience based on individual goals. Each profile comes to life through vibrant colors, specialized printing, and premium materials, inviting customers to make a deeper connection with the products inside.
The packaging family includes an innovative sliding box that unfolds to reveal four pre-rolls in their own compartments. At just .6 grams, the pre-rolls are bite-sized yet powerful, packed with only 100% indoor-grown flower. The packaging elevates a ritual experience as customers enhance the moment and add magic to their lives.
Launched in 2020, Aura is now available in select dispensaries across California. As the brand rapidly expands, their products are reaching beyond their original target audience. The cannabis and equally premium packaging appeals to everyone looking for a rejuvenating alternative and inclusive experience.