How can a single company stand out from the crowd by producing fresh, eye-catching packaging without alienating the artistic vibes of yesteryear? To answer that very question, we sat down with Burgandy Viscosi—art curator for Washington brand Leaph—to hear about the company’s unique vision for bespoke packaging designs that capture the nuances of their product names and effects.
Viscosi: The selection process has varied. We have made calls out on social media and had at least 50 submissions since we started. I also reached out to the Visionary Arts community, a collective of artists I’ve been working with for the last 10 years, as well as looking for specific animals within art and contacting an artist that way.
Now we are looking into creating contests for artist submissions. This will be our new process going forward because we aren’t always positive the strain will stick and become a permanent part of our collection. This gives a new artist an opportunity to win a contract with us.
Our one motif is an animal theme. As we progress forward, we become more specific about the art relating to strain characteristics, or even its relation to the strain’s name. I feel, in time, this will be the refining of the overall feel of the art connected to the cannabis specifically.
Absolutely. Our CEO Yossarian Kelley was Alton Kelley’s son. Alton Kelley did many of the Grateful Dead album covers. The art of that generation heavily influenced many of the artists that we have on our packaging. Cannabis has been a huge part of the American Arts movement, but maybe just behind the scenes—until now.
I try hard not to have favorites … I love all of the art equally. But, of course, I have undeniable appreciation of how it translates onto the package.
However, I specifically created the tiger for Blue Fire, and even worked the logo into the image. Unfortunately, that is one of the strains that we had to phase out. So I must say I miss that particular piece being part of the collection.
Personally, I love work that is bright and bold and engages the imagination. The rise of Visionary tends to be my go-to.
Art curation seems to be a natural fit for someone who understands the creative process on a personal level, then takes it off the canvas into larger formats, like orchestrating a collective of art.
Cannabis has always been such a Muse of the art and its artist, so this is such a natural fit. I’m extremely grateful to be part of this alignment.