• by Larissa Faw , December 9, 2019

Agency BSSP is entering the cannabis space for the first time by leading the strategic direction and creative development for cannabis company Parallel (formerly known as Surterra).

Timed to coincide with the holiday gift season, Parallel is introducing two products, Heelr and Float. Heelr, CBD treats for pets, is positioned as an upscale product with sophisticated and sleek packaging. The black wrapping helps the images of pups and cats appear more prominently. The collection launches on Parallel's website with retail expected to debut in the coming months.

Meanwhile, Float launches in Florida to target humans seeking mood boosting and creativity enhancement. This packaging comes in more vibrant and colorful packaging, reminiscent of groovy waves.

BSSP was excited to enter the emerging cannabis space, says John Butler, co-founder/co-chairman, BSSP. "The anticipated growth of the cannabis space, in particular as a medical product and the ability to create brands from scratch were two things that we found very compelling."

Still, he admits cannabis' Wild West environment is difficult to navigate. "We're essentially in 'prohibition' right now," says Butler. "It's a highly regulated industry so much of the work has to fit within fairly stringent government rules. Sometimes it's challenging keeping the integrity of our ideas, while also adhering to the necessary modifications."