When California legalized recreational cannabis, every established brand was still fighting the same war. The pre-recreational market catered to hobbyist superusers, and potency was the most important thing to them. Brands didn't represent much more than two different aesthetic identities—over-the-top psychedelia, or homespun herbal remedy. The divide was cosmetic, and products on both sides were optimized for intensity. Accurate dosing was an afterthought, because the customer didn't ask for it. The entire conversation was about how much THC you could pack into a serving.
Legalization was about to widen and change the market dramatically. Incoming customers were curious and cautious, and had no interest in becoming superusers. They wanted to know what they were taking, in what amount, to what effect. They wanted something that fit their normal life without giving them a whole new identity. The existing brands, built to broadcast intensity, were useless and intimidating.
So we built the product and the brand for that customer. We launched with the lowest dose on the market (lower by a factor of hundreds). We made tablets that were closer to breath mints than gummies or chocolate, because these customers wanted discretion. We took design cues from high-end skincare: minimalist aesthetics, with clear dosing information, and understated references to Cannabis. The package was made to sit on a table or in a bag without declaring itself.
Retailers took notice, and sales conversations came easy. Dispensaries immediately saw a brand and product that was different in very valuable ways.