Cannabis photography wasn’t always on my radar. My journey began in the late ‘80s with a skateboard, a camera, and a knack for capturing the unfiltered chaos of punk rock, underground hip-hop, and DIY counter-culture.
Those raw, energetic scenes taught me everything about storytelling—how to find the moment within the moment and bring it to life visually.
Over time, my creative interests evolved, moving from the streets to the studio, from black-and-white film to digital precision.
And yet, the same principles I learned then still guide me now: authenticity, connection, and detail.
The leap to cannabis photography wasn’t so much a pivot as a natural evolution. After years honing my craft in branding, experiential marketing, and commercial photography, I saw the cannabis industry’s need for sophistication, authenticity, and a touch of artistry.
While cannabis culture has long been vibrant, the products—especially edibles like CBD gummies or THC gummies—needed imagery that communicated more than just potency. These weren’t just products; they were flavorful experiences, carefully crafted to soothe, energize, or inspire.
I realized I could merge my background in fine arts, branding, and photography to elevate how these products were seen, creating visuals that resonate with both connoisseurs and casual users.
Today, I’ve niched myself into a space where art, branding, and cannabis intersect.
Photographing mood gummies, melatonin gummies, and other infused edibles has become more than a technical pursuit—it’s a way to tell the stories behind the brands.
I’ve worked with top cannabis companies, leveraging my experience to highlight their unique identity through thoughtful visuals.
With my fine art roots and deep understanding of branding psychology, I’ve become an authority in the field, showing cannabis brands how to speak to their audience not just with words but with every shadow, highlight, and color choice.
Let’s explore how this plays out through the lens of five distinct examples from my portfolio, each a case study in edible storytelling.
1. Curio Wellness Lemon Lime Terpene-Infused Chews
Brand Story: Curio's Lemon Lime Terpene Gummies highlight the hybrid strain experience with a high-end fresh, clean design. The brand emphasizes the balance of terpenes like pinene and beta-caryophyllene, which add to its functional and wellness appeal.
Styling & Concept: The lime-green and orange palette immediately evokes a zesty, citrus vibe. The complementary colors create vibrancy, echoing the refreshing mood of the product. The minimalist packaging design allows the fruit and gummies to shine as the heroes of the shot.
Lighting & Exposure: High-key lighting with hard shadows from a powerful 600w bare bulb light emphasizes the freshness and detail in the lime and gummies. A mix of natural and artificial light helps balance the saturation and crisp texture of the ingredients, giving it an approachable and modern look.
Target Customer: Health-conscious professionals and wellness enthusiasts looking for functional edibles that complement an active lifestyle. The clean, citrus-driven branding reflects a focus on clarity, balance, and energy.
"Citrus tones don’t just pop—they bring an invigorating energy to branding that directly connects with the consumer's senses."
2. Evermore Cannabis Discos Wild Cherriezzz
Brand Story: Evermore’s retro-themed Discos gummies deliver a nostalgic yet modern vibe with their bold packaging. This is a product designed to stand out, connecting cannabis culture with the disco aesthetic.
Styling & Concept: The dynamic backdrop with geometric lighting patterns complements the playful name, while the black packaging contrasts against the popping red of the gummies. This setup channels an urban nightlife vibe—fun, bold, and a little indulgent.
Lighting & Exposure: Bold, directional light mimics disco lights, throwing geometric patterns across the scene. Balancing exposure here is key—highlighting the product while maintaining depth in the shadows for a dramatic effect.
Target Customer: Young, urban creatives and nightlife enthusiasts who are drawn to bold, trendy products. The branding conveys a sense of fun, individuality, and social connection.
Color in Branding: Black packaging suggests sophistication, while red elements elicit excitement, perfectly matching the product's fizzy energy.
3. JAMS Mixed Berry and Ruby Red Grapefruit Jellies
Brand Story: JAMS takes a playful approach, using bright, psychedelic visuals to connect their gummies with joy, creativity, and fun. These products lean into bold flavors and a carefree lifestyle.
Styling & Concept: The swirling backgrounds amplify the boldness of the flavors while anchoring the packaging in an artistic, almost surreal aesthetic. Bright pops of red, orange, and purple signal intense fruity flavor while staying on-brand for cannabis culture.
Lighting & Exposure: Controlled yet vibrant lighting ensures the gummies sparkle. Using backlighting creates a translucent glow in the jellies, giving them a juicy, irresistible appearance.
Target Customer: Millennials and Gen Z consumers who prioritize fun, creativity, and bold flavors. The colorful, psychedelic aesthetic speaks to those who value self-expression and playfulness.
"Bright colors in cannabis branding are like a call to adventure—they’re loud, unapologetic, and memorable."
4. Strane Dragon Fruit Gummies
Brand Story: Strane’s Dragon Fruit gummies embrace a DIY street-art-inspired aesthetic with graffiti-style packaging. The focus here is on bold individuality and edgy appeal.
Styling & Concept: Incorporating graffiti elements and industrial backdrops gives these gummies a gritty, rebellious independent edge. The setup is deliberately imperfect, amplifying the raw, streetwear-inspired vibe of the brand.
Lighting & Exposure: Harsh, angular lighting paired with reflective surfaces heightens the contrast. This setup enhances the urban, rebellious energy, tying the brand's concept into the product's visual identity.
Target Customer: Young adults who align with counterculture and streetwear trends. The graffiti aesthetic appeals to those who see cannabis as a lifestyle statement rather than just a product.
Fundamentals of Branding: Aligning visual storytelling with a brand’s ethos is key. Here, street art connects the product to a lifestyle, creating an emotional connection.
5. Betty’s Eddies Pineapple Orange Chews
Brand Story: Betty’s Eddies stands out with its organic, wholesome approach. The soothing gradients of the packaging reflect its all-natural ingredients and wellness focus.
Styling & Concept: The soft pastel palette ties into health-conscious branding, while the fruit-forward visuals position the product as both indulgent and healthy. This is a brand that tells a story of comfort and ease.
Lighting & Exposure: Soft, even lighting complements the pastel colors and creates a serene mood. Shadows are minimal to emphasize the product's gentle, welcoming aesthetic.
Target Customer: Wellness-focused individuals, including parents and older adults, who prefer edibles that align with a natural, organic lifestyle. The branding conveys trust, simplicity, and quality.
"Soft pastels create a calming effect, making the product feel approachable and safe—perfect for wellness branding."
Bridging Branding and Fine Art
Photographing gummies is more than just a technical exercise. It’s an opportunity to blend fine art principles with branding psychology. Let’s explore:
Color and Mood: Colors directly influence perception. Bright, bold colors scream excitement, while softer tones soothe. This is why psychedelic branding uses neon, and wellness brands favor pastels.
Composition Techniques: Fine art principles like the rule of thirds, balance, and negative space elevate product photography. These techniques help direct the viewer’s gaze to the brand’s focal points.
Lighting as Storytelling: From high-key lighting for freshness to harsh light for edginess, light communicates mood. In gummies photography, this dictates how the product feels—refreshing, indulgent, or calming.
Key Takeaways
Understand the Brand: Know the brand’s story, ethos, and target audience. This will inform every creative decision, from styling to lighting.
Identify the Target Customer: Tailor every aspect of the image—from color choices to props and lighting—to resonate with the intended customer. The visuals should reflect their values, lifestyle, and aspirations.
Color Matters: Use colors that evoke the desired emotional response—vibrant for excitement, pastel for calmness, or dark for sophistication.
Lighting is King: Match lighting to the mood of the brand. Bright and airy for wellness, bold and dramatic for nightlife vibes.
Fine Art Meets Marketing: Incorporate fine art techniques like composition and balance to elevate the visual appeal and create a lasting impression.
Tell a Story: Every gummy photo should communicate a brand’s story and connect with its audience on an emotional level.
Final Thoughts
Photographing cannabis gummies is a process that combines art, science, and storytelling. By focusing on CBD gummies, THC gummies, mood gummies, or even melatonin gummies, you’re not just selling a product—you’re crafting an experience. Central to that experience is understanding the target customer or end user—what they value, how they see themselves, and how the brand fits into their lifestyle.
Every visual element, from the background to the lighting, should resonate with the specific audience the brand seeks to connect with.
When done right, these photos don’t just sell—they stick in the viewer's memory, giving the brand a tangible identity in an increasingly competitive market.
After all, great visuals aren’t just about aesthetics—they’re about creating lasting impressions.
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