Brand Identity · Packaging

nuEra Cannabis

The brief

When Illinois legalized recreational cannabis, the medical dispensary nuMed became nuEra. New name, much wider audience. The brand, the packaging, and everything in between had to be rebuilt around it.

Challenge: Carry a medical dispensary into the recreational market, and package a vertically integrated company's own products, one by one.
Role: Discovery, rebrand and visual identity, packaging across product lines, marketing, and merchandise.
Focus: One design system covering flower containers, rosin boxes, concentrate lid labels, pre-roll tubes, and potency labels.

The line

A new era of cannabis.

nuEra rosin concentrate boxes on a dark background

nuEra packaging, vape, grinder, and lighter on a wooden tray

Three nuEra strain posters on a gallery wall

nuEra and Blazy Diamonds pre-roll tubes scattered on pink

Two nuEra pre-roll tubes and pink-tipped pre-rolls on pink

nuEra and Blazy Diamonds pre-roll tubes standing between pre-rolls

Singing praises for 12 Line. Nate and team helped transform our brand with an extremely rapid and professional process. They were both creative and collaborative which made us feel very comfortable about big decisions we were making with our company’s brand makeover. Their attention to detail combined with a big picture analysis ensured the work they did would extend our value proposition into the years to come. We’re already planning our next project with 12 Line. You should too.

Jonah Rapino

Marketing Director

nuEra