The Liquid Death lesson: When packaging becomes the product and the strategyLiquid Death is a canned water company. The lesson is that packaging can completely reposition an otherwise ordinary product by changing the cultural frame around it. Most cannabis packaging tries to appeal to all of those people at once. Cannabis brands have the same opportunity, but the answer is not to imitate Liquid Death’s aesthetic. Not just making cannabis packaging look good, but making it say something unmistakable before the customer ever reads a word.