Fully Baked is an edible brand built around bold flavor, visual impact, and strong shelf presence. Post Agency partnered with the brand to design a comprehensive packaging system spanning multiple product categories and SKUs—ensuring consistency, flexibility, and recognizability across varied retail environments. The goal was to create a system that could scale effortlessly while standing out in crowded dispensary shelves.
With three distinct edible categories and eighteen total SKUs, the primary challenge was maintaining visual cohesion across packages that would often be merchandised in unpredictable orders. Retailers display products differently, meaning the packaging needed to feel intentional whether arranged sequentially or scattered across shelves. The system also had to accommodate changes in color, form, and product type without losing brand continuity.