Cloud Cream

ROLE

Concept Development, Naming, Brand Positioning, Packaging and Campaign Direction

CLIENT

East Coast Cannabis

PHOTOGRAPHY

DLP Social

Product Development / Brand Strategy / Packaging / Cannabis / Wellness

Project overview:

Cloud Cream was developed to introduce a new kind of cannabis-infused topical to the Maine market — one designed to feel light, modern, and giftable. In a state where cannabis products often skew clinical or athletic due to the industry’s medical roots, this lotion was created to stand apart. The goal was to appeal to women, younger consumers, and tourists looking for something discreet, elevated, and approachable — particularly those newer to cannabis.

Execution

Creative direction began with naming and positioning the product in a way that would feel both modern and compliant. “Cloud Cream” was selected to convey the product’s light, airy texture and sense of relief — all without making any explicit claims, in line with Maine’s OCP restrictions. The name also aligned with ECC’s broader brand identity, which often draws on natural imagery like mountains, water, and weather to ground product storytelling.

The visual design leaned into that same softness and approachability: a pale, calming palette, cloud-inspired iconography, and minimalist typography. The packaging was designed to feel more like a cosmetic than a medical product, helping lower the barrier for cannabis-curious shoppers. Its compact size and polished aesthetic also made it ideal for tourists seeking a unique, giftable take-home item.

Positioning

This product filled a clear gap in the local cannabis market: a topical that felt more like skincare than medicine. Every detail — from tone of voice to form factor — was crafted to lower the barrier to entry for new consumers and elevate the overall perception of cannabis wellness products within ECC’s brand portfolio.

Impact

Praised for its aesthetic and positioning, Cloud Cream helped define a new category direction for ECC. The packaging and branding have served as a reference point for future wellness product development — offering a bridge between design and compliance.

Available throughout Maine at East Coast Cannabis, Highly and Silver Therapeutics.

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