Cloud Cream

A light, modern lotion that feels more
like self-care than a cannabis topical. Packaging and positioning for East Coast Cannabis’s first infused lotion – designed to be elevated, giftable, and perfect for everyday use.

ROLE

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

CLIENT

East Coast Cannabis

PHOTOGRAPHY

DLP Social

Product Development / Brand Strategy / Packaging / Cannabis / Wellness

THE CHALLENGE

Cloud Cream was created as a premium cannabis-infused lotion – but launching it came with a few unique challenges. First, compliance rules in Maine meant we couldn’t use any health-adjacent language. Terms like "soothing", "relief", or "pain" were off-limits, and we weren’t allowed to explain the product’s function – on the packaging or in any of the marketing.

Second, the design and positioning needed to connect with a wide range of shoppers:
––> Younger, wellness-forward consumers
––> Older adults looking for subtle, everyday support
––> Tourists seeking a high-end, locally made self-care splurge
––> Cannabis newcomers who were curious about the benefits but intimidated by smokables or edibles

The goal was to make Cloud Cream feel approachable and worth the splurge – without making a single claim.

THE CREATIVE QUESTION:

how do you sell a product without ever saying what it does?

EXECUTION

Creative direction began with the name. Cloud Cream was chosen to evoke the product’s light, airy texture and sense of ease – without overstepping the boundaries of compliance.
It also tied into East Coast Cannabis’s nature-based brand language: mountains, bodies of water, plants.

Visually, the packaging leaned into softness and simplicity:
✓ A calming palette
✓ Cloud Texture
✓ Clean, modern type

The overall aesthetic felt closer to a beauty product than something clinical. Its compact size and polished feel made it especially appealing to tourists and first-time buyers looking for something thoughtful and giftable.

CAMPAIGN CONCEPT:

Say Less

To support the launch, I concepted a micro campaign that leaned into relatable aches and real-life tension points – letting the product name finish the sentence.

Mom neck? Cloud Cream.
Training day? Cloud Cream.
Runner’s knee? Cloud Cream.

Built for digital and in-store use, the campaign was casual, clever, and fully compliant – implying use without saying too much

POSITIONING AND IMPACT

Cloud Cream helped carve out a new lane for cannabis topicals in Maine – one that felt more like skincare. Every detail, from tone of voice to packaging, was crafted to lower the barrier for new consumers and elevate the perception of cannabis wellness within ECC’s lineup.

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

← Tyson 2.0 Photoshoot

→ ECC Product Photography

BRITTELL

LINKEDIN ––>

RESUME ––>