Adorned with illustrations of the sun and moon in a star-dappled sky, the identity and packaging of Night Shift, a growing cannabis brand in California, invite users to relax and rewind. Targeting an older audience seeking a nostalgic and mellow experience, the company offers classic strains that they might have enjoyed in their youth. For Labeling Theory, the Los Angeles-based studio that designed the brand, the packaging, and its website, it was important to embrace the theme of nostalgia, which allowed them to capture the wistful joy of the past. Inspired by the transition from day to night, the name ‘Night Shift’ perfectly encapsulates the relaxation and moments of ease that the product provides.