Clever Design Takes Edibles to the Next Level

(elated music)

Here's the problem with edibles,

they provide a notoriously unpredictable user experience.

You ask 10 people to describe

the first time they ingested weed

and I bet you most of them will tell you

they made the classic mistake of eating too much.

One company working hard to solve this problem

is an outfit out of Oakland, California, called Defonce,

started by former Apple employees,

Defonce specializes in fancy cannabis infused chocolate

and they are some of the most user-friendly edibles

we have ever seen.

We made the product accessible,

because, for the most part, people have had

bad experiences with edibles and we want to change that,

so really paying attention to packaging,

paying attention to consistency of dosage,

but also making something that's delicious.

Two thing in particular caught our eye,

first thing was the graphic design,

it's tasteful and it's subtle,

you won't find pot leaves or any other imagery

commonly associated with weed culture,

but what you will find,

are a clear indication of the bar's THC content,

simple instruction and sensible dosage recommendations.

Each bar contains 18 suggested servings

of 10 milligrams of THC each.

If you're new to cannabis start with half a serving

and look, there's even a helpful diagram.

The second thing has to do with the shape

of the chocolate bar segments.

You do easily with using a square

and do things that other chocolate bars do all the time,

where they just put the logo on each 18 servings.

That just didn't seem fun to us,

so we look at other ways of adding dimension to the bar.

Defonce decided to go with pyramid-shaped segments,

but it wasn't easy.

There are three different shapes in every 18 segment bar

and Defonce needed all of them

to contain the same concentration of cannabis,

so they enlisted the help of a mathematician

to ensure that all three shapes had the same volume.

That might seem like a minor detail,

but like every other aspect of this chocolate bar's design,

it's a premium touch that actually adds to the experience.

Those details add up and they're about to matter a lot more.

In just a few months California and several other states

will vote on whether to legalize weed for recreational use,

which means that a marketplace

that's already flooded with options,

is going to become a lot more crowded.

It's this kind of attention to detail

that's going to really set products apart.