NEGUS ROLLING PAPER
NEGUS
Organic, African Themed Rolling Papers for the stylish smoker designed to spread Afro culture & bring people together through a popular social activity. "NEGUS" is Ethiopian for Ruler. Those who roll Negus breathe royalty.
B.Y.O.B.
- Be Your Own Boss -
STARTED FROM A CONCEPT
After discussing the intended audience, product goals, and brand colors. The Negus brand rolling paper packaging was drafted in Adobe Photoshop. This took getting an actual sample from competitors, opening up the card board, laying it flat and using that schematic as a guide.
MARKETING CAMPAIGN
One out of 8 promotional videos made for the NEGUS rolling papers social media ad campaign. The entire ad set was made so that 1 new video could be used as weekly content for 2 consistent months. The first step was to take high quality product photography shots on a plain backdrop so that images could be cut out in Photoshop & then animated with After Effects.
This ad was designed to highlight some of the specific qualities of the brand's product within 15 seconds, as to fit within the time constraints of FB "in stream, and IG story" ads. With less time to read, more visual cues were taken into account. The video opens with an unfolding, crinkled paper to add to the point of selling rolling "papers," as well as hook viewers, mid-scroll, with an interesting, bright, yellow, moving visual among many social media distractions. Words like "organic" are colored green for plants, and words like "Metal" grinder are given a metallic texture, animated glimmer and sword sound effect to make the point clear through all sensual cues, without even reading the quick images. The quick and animated transitions between displayed products allow for many sales points to be communicated within the small attention spans of NEGUS's younger target demographic.
OVER 1K SALES
The people love the Branding! From 2020 - 2023, the Negus Wraps brand has made over 1k sales and collected just as many emails online. The brand has done many more sales in person as well. Its consumer base and reviews shows time and time again that Negus Wraps is a loved product that people purchase repeatedly.
COLOR SCHEME
The Negus color scheme is heavily influenced by the colors of west Africa's traditional "Kente" fabric. The bright and ornate patterns tell stories of a historical culture from the shelves of smoke shops that call out to the Negus target audience. The mid tones of mustard, olive, and maroone used in print branding also allude to the colors of the Rastafari flag. Rastafari culture itself is a mascot for the legalization of cannabis. The patterns and naming of the brand were carefully considered so that anyone of the targeted demographic can simply look at the packaging and immediately know it was made for them.
MARKETING
The Negus company needed a tell all, printed hand out with go to selling points for potential retailers / distributors to have available in their back pockets. The better your reseller understands your product, the stronger they can pitch it to potential buyers. The above 9 x 6 in. trifold pamphlet is also a great insert for shipped packages.
CONCEPTS
Negus began with just rolling papers but has had more products produced and added to the catalog. This is a 3D mockup concept design Negus requested for a future product, CBD Tablets. The background mimics lifestyle photography so consumers & potential investors can see exactly how the product will fit in people's homes and real lives.
PRODUCT PHOTOGRAPHY
Below, the multiple products that were designed and produced for Negus can be seen. These products were actually produced and these photo shoots were designed specifically for social media / web presentation. Photos we're taken on wooden backdrops with flowers to complement the product colors in order to visually suggest the naturalism of these organic rolling papers.
Photo by P. Rarri
