Boondocks Recycling Program
Standard cannabis packaging generates millions of pounds of waste each year. In response, Boondocks developed a pilot recycling program with [Re] Waste, encouraging consumers to return used packaging and hardware to participating retail partners. This initiative is a natural extension of the earth-focused Boondocks brand, approaching a serious environmental issue through lighthearted education.
Company: Motif Labs (Organigram)
Brand: Boondocks
Art Direction: Hilary Lucio
Creative Direction: Amanda Boltë
Design: Hilary Lucio, Tyler Anderson, Carly Krause
Copywriting: Hilary Lucio
Our goal was to educate and inspire both consumers and retailers to engage with the Boondocks recycling program. For consumers, we focused on demonstrating how easy it is to recycle their packaging, while providing light education on industry impact. For retailers, we highlighted the benefits and simplicity of the cost-free program to encourage participation. Through clear design and engaging copy, we also aimed to position Boondocks as a leader in sustainability within the cannabis industry.
As a relatively new brand in the market, Boondocks faced initial uncertainty regarding the program's logistics and direction. Through consistent communication and agile adjustments, we successfully managed shifting expectations. We also needed to balance consumer-focused educational content with clear, informative details for retail partners. Our solution was to adopt an MVP approach — beginning with in-store recycling bins and gradually refining the program branding as the logistics became more established.
We needed to ensure this program felt like a natural extension of the brand rather than a limited-time campaign to solidify the connection between Boondocks and sustainable practices. By incorporating earthy, experiential visuals and maintaining the brand's lighthearted, approachable tone throughout the program copy, we fostered understanding and engagement without resorting to fear to drive change — a common pitfall in sustainability initiatives.
