Cannabis Product Photography: A Creative Case Study

Overview

A few years ago, I had the opportunity to collaborate with Roger Ein, the Creative Director at Grassdoor, on a product photography campaign for their newly launched in-house cannabis brand, CasaCanna. As a premium craft cannabis line, CasaCanna stood out immediately thanks to its elevated branding and thoughtfully designed packaging.

Their team needed a full suite of high-end cannabis product photography to showcase the brand across their website and marketing materials. From the beginning, I was genuinely excited—it's rare to find a cannabis brand so invested in its visual identity.

Concept Development: Bringing CasaCanna’s Organic Roots to Life

The creative direction focused on capturing the brand’s earthy, sophisticated almost apothecary aesthetic. We leaned into CasaCanna’s signature green for surfaces and backgrounds, complemented by a calming neutral tan to keep things grounded and natural.

To add visual depth and authenticity, I incorporated elements like aged wood, loose soil, and the cannabis flower itself—creating a strong visual connection to the plant’s organic origins.

To execute the vision, I custom-built and painted MDF surfaces in various shapes and sizes. This allowed us to tailor each composition with the right tone and texture, achieving visual consistency across the campaign while keeping each image fresh and unique.

Visual Strategy: Cannabis Branding Through Detail-Driven Imagery

This project was a perfect blend of brand vision and creative execution. Every element—from background colors to wood grain textures—was selected to reflect CasaCanna’s dedication to quality and craft cannabis branding.

The end result was a cohesive visual language that communicated the brand’s story with clarity and sophistication, helping CasaCanna stand out in a crowded market.