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ZigZag

Making an iconic brand feel unexpected again.
Services we Provided

Packaging Design

‍

Industry

Cannabis

Consumer Brands

Zig-Zag Natural Leaf wrap packages in Russian Cream, Blueberry Haze, Cookies and Cream, and Straight Up Natural flavors arranged against a dramatic green and black background.

Background

The Challenge

Zig-Zag’s heritage dates back to 1879, with a name recognized across rolling papers and wraps. But familiarity with the brand didn’t automatically make Zig-Zag Natural Leaf the product adult consumers asked for at the counter.

Recognition was established. The new range needed a reason to be noticed.

Natural leaf wraps compete in small pouches and crowded displays, often viewed from several feet away. Bold competitors had made flavour, expressive graphics, and distinctive colour central to the category. Zig-Zag needed packaging that could communicate brand, flavour, and its one-wrap-for-99¢ offer at a glance.

The Branded Agency developed packaging for four variants: Blueberry Haze, Russian Cream, Straight Up Natural, and Cookies and Cream. Across several rounds of concepts and refinements, we explored how far the visual language could evolve while keeping the iconic Zig-Zag identity recognizable.

Every illustration was created specifically for the project. Custom artwork, expressive lettering, and distinct colour palettes gave each variant its own personality, while a shared structure connected the pouches and cartons into one cohesive range.

The result was a packaging system designed to make an established brand feel unexpected again—and make each variant easier to recognize, distinguish, and ask for.

Smiling woman in sunglasses holds a Zig-Zag Natural Leaf Blueberry Haze wrap package toward the camera inside a retail store.
Zig-Zag Natural Leaf Blueberry Haze wrap package wrapped in a metallic chain and surrounded by blueberries against a vivid pink background.
Our Approach
Zig-Zag Natural Leaf Russian Cream wrap package balanced above a glass of iced creamy coffee against a deep red background.
Close-up of Zig-Zag Natural Leaf Russian Cream packaging surrounded by swirling cream, coffee, and ice-inspired elements.
Detailed close-up of the metallic Zig-Zag Natural Leaf logo and Russian Cream package artwork featuring ice and creamy coffee graphics.
Zig-Zag Natural Leaf Cookies and Cream wrap package surrounded by splashing cream and chocolate cookie pieces against a bright blue background.
Two people wearing sunglasses pose with Zig-Zag Natural Leaf Cookies and Cream wrap packages against a vivid blue sky.
Hand holding a Zig-Zag Natural Leaf Cookies and Cream wrap package against a clear blue background.
Smiling person wearing a green Zig-Zag cap sits beside a green car with a Straight Up Natural wrap package displayed above them.
Zig-Zag Natural Leaf Straight Up Natural wrap package positioned among tall green leaves against a vibrant green background.

We’d love to partner with you and your team.

We partner with the world’s most ambitious companies—at every stage of growth. By understanding your unique challenges and opportunities, we design tailored solutions to move your business forward. Let’s talk about what’s next.

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