Identity and Packaging Redesign fo Etain Female Owned Medical Cannabis Company

After watching their “Granny Franny” battle and seek treatments for ALS, the Peckham family realized the importance of high-quality and accessible marijuana in their home state of New York. Born out of this need, Etain became the state’s first women- and family-owned medical marijuana company, deriving its namesake from a mythological Irish heroine and honoring the late Frances Keeffe. In anticipation of recreational cannabis legalization in the state of New York, 50,000feet and Etain collaborated to translate the company vision into a fresh chapter as a wellness brand, expanding its role beyond a clinical offering. This partnership included defining Etain’s verbal and visual expression and launching the refreshed brand through a consumer-focused website and packaging redesign. The packagi