Now that the legal cannabis market has expanded nationally, either through recreational THC D9 or products derived from federally legal hemp, such as Delta-8, new types of consumers and forms of consumption have become popular.
According to recent research by cannabis analyst firm New Frontier Data, most edible and infused beverage consumers, 61%, ingest less than 10mg of THC at a time. It would seem that many folks aren’t looking for a face-melting experience with edibles. Instead, some consumers are popping low-dose edibles for a mild effect while remaining functional.
Bits is a new brand of low-dose gummies in several flavors and cannabinoid formulations designed for people that prefer a mellower effect. Additionally, depending on the desired effect, Bits gummies also include herbs with purported health effects, like ginseng, reishi, guarana, coffee fruit, rose, rose hips, elderflower, acerola, ashwagandha, and lemon balm. The range includes gummies designed to increase alertness and creativity, energy, calmness, affection, and even preventive care.
Branding studio Herman-Scheer designed branding and packaging, and the minimally approachable presentation reflects Bit’s low-dose nature that stands out on the crowded gummy edibles shelf while following the complex cannabis packaging and marketing rules which vary by state.
“We took our client partner, Verano, a publicly traded Cannabis business based out of Chicago, through a naming exercise and created the Bits identity to appeal to a more novice cannabis user,” said John Scheer, co-founder and chief creative officer at Herman-Scheer. “Embracing doing it without overdoing. Enhancing, not overtaking.”
The gummies come packaged in pouches, with 20 gummies at 5mg of psychoactive THC apiece. The packaging is resealable, so there’s no rush to eat them right away, and the bags are big enough to pass around and share as well. “We also helped Verano with product strategy, guiding it towards lower dosage gummies that were benefit-oriented beyond simply getting high,” Scheer added. “Unique flavors and synergistic supplemental ingredients like nootropics and adaptogens provide added benefits across the product line.”
Each type of Bits gummy has its own color, inspired by the flavor and effect. Yuzu Zone, meant to enhance focus, is a bright yellow, while Guava Go’s color is similar to the reddish-toned flesh of the tropical fruit. Açai Affection features a light blue background, and Elderberry Wellness uses a darker blue. Finally, Pomegranate R&R’s bag is a deep, almost wine-like, red. Each back uses the same Bits wordmark emblazoned on the front. Herman-Scheer also made sure to ass a little levity to the logo by setting the letters slightly askew. Supporting typography also features elements skewed somewhat, like the loop-tail of the “g.”
Herman-Scheer’s design is cheerful and colorful, and the minimal approach fits within various packaging regulations. Bit’s packaging doesn’t look like food packaging, uses no cartoons or imagery that could appeal to children, and the minimal color palette falls within edible packaging rules in states like Washington. Even the triangular form of Bit’s gummies follows regulations on edible shapes.
Bits gummies are available in select dispensaries in several states, including Illinois, Arizona, Nevada, Ohio, New York, New Jersey, Maryland, and Washington DC.
