With grainy illustrations, Labeling Theory’s brand soaks Night Shift’s cannabis flowers in nostalgia

Adorned with illustrations of the sun and moon in a star-dappled sky, the identity and packaging of Night Shift, a growing cannabis brand in California, invite users to relax and rewind. Targeting an older audience seeking a nostalgic and mellow experience, the company offers classic strains that they might have enjoyed in their youth. For Labeling Theory, the Los Angeles-based studio that designed the brand, the packaging, and its website, it was important to embrace the theme of nostalgia, which allowed them to capture the wistful joy of the past. Inspired by the transition from day to night, the name ‘Night Shift’ perfectly encapsulates the relaxation and moments of ease that the product provides. “When shaping the creative direction,” the studio explains, “our goal was to seamlessly blend modern sensibilities with a timeless, nostalgic look and feel.” To achieve this, they drew inspiration from various historical references. For example, the colour palette takes cues from the desaturated hues of the ’60s and ’70s, which were a result of printing limitations at that time. “This choice not only creates a comfortable and familiar vibe, but also allows for diverse combinations, ensuring attention-grabbing contrast on dispensary shelves.” The colours marry perfectly with each illustration, featuring unique motifs to set the brand apart from other competitors, and steering clear of stereotypical imagery. Instead, they sourced illustrations to communicate the history and stories behind each cannabis strain. “The packaging for the ‘Durban Poison’ sativa strain, for example, features an anchor, symbolising the port city of Durban, South Africa, the strain’s place of origin.” The illustrations themselves bring to mind “vintage linocut illustrations, and the bold silhouette-driven styles of Henri Matisse and contemporary artists like Kara Walker.”