BOXHOT Highlighters Relaunch
As the cannabis industry rapidly evolves, consumer demand for improved product performance and ease of use grows accordingly. The transition to new hardware for the BOXHOT Highlighters all-in-one vapes focused on enhancing user experience and increasing satisfaction through a better mouthfeel, more discreet profile, and reduced clogging — while preserving all the qualities that the existing fan base loved. This evolution has strengthened loyalty among current users while attracting a broader audience.
Company: Motif Labs (Organigram)
Brand: BOXHOT
Creative Direction: Hilary Lucio
Art Direction: Hilary Lucio, Matt Doyle
Design: Tyler Anderson, Max Ambeault, Melissa Borbely, Carly Krause
The goal was to create a disruptive branding approach that captured attention while maintaining some continuity with the original BOXHOT Highlighter product. We wanted to communicate that the new hardware was a subtle but impactful upgrade, keeping the core elements that made the product popular (potency, flavour, and aesthetic) while highlighting its improved design. The challenge was to ensure that the new look felt fresh and exciting, but still unmistakably BOXHOT, resonating with both existing customers and potential new users.
The main challenge was navigating strict Health Canada regulations, which limited the kind of imagery and language we could use. We needed to find a way to use bold, impactful visuals without crossing the line into school-focused territory. Through close collaboration with the Regulatory Affairs team, we successfully struck a balance by ensuring that the visual language was vibrant and attention-grabbing without making use of any direct references to school or youths. Relegating higher-risk imagery to in-store assets — where the age of shoppers is strictly regulated and enforced — also allowed for strategic balancing of this direction.
The design approach centred around the new hardware's stronger resemblance to its namesake. To reinforce the updated aesthetic and tie in the highlighter concept, we embraced imagery commonly associated with highlighters — moving beyond the subtle nod of previous deliverables. The direction featured the iconic composition notebook look, complemented by secondary imagery of desks and lockers that enhanced the playful, irreverent aesthetic while supporting the broader concept. We infused the branding with doodles, stickers, and etchings to create a rough, rebellious edge that perfectly aligns with BOXHOT's fun and provocative personality. This approach ensured the new hardware appeared as a natural evolution of the brand while preserving the distinctive spirit BOXHOT is known for.
