S*SHOTS

Say‘high’ to drinking

For the amount of times a stoner heads to their favorite shop to grab flower or a cart, it’s surprising how many never notice the dispensary fridge stocked with high-dosed THC drinks: a beneficial form factor in numerous ways. My job was to communicate those benefits to a specific audience…stat.

Problem

The original S-Shots (Sensational Shots) brand was designed as a health and wellness line of shot-sized and multi-dose fruit drinks made with different blends of THC and CBD. After an initial launch on Eaze, heavy sales for the multi-dose SKU focused our attention on the 100mg THC drink. We pivoted the product line, changing our proposition along with our audience and in turn, required us to rethink the branding and communication strategy.

Solution

With the shift from a wellness, canna-curious consumer to a recreational, “OG” consumer who understands the effects of THC, we focused on the glorious cannabinoid that brings all lovers of cannabis together. Through bold packaging and a heritage vibe with edge, S*SHOTS (Sesh Shots) was designed to fit right next to your joint, dab rig, or any sesh-able moment. Since re-launching, we’ve learned consumers enjoy mixing our product as a THC mocktail, allowing us to focus on building content and collaborations around recipes and events where a bartender would normally serve drinks.

Logo

‘Friendly and cute’ no longer fit within the proposition for a max potency product marketed to heavy consumers. While we were required to keep the name for trademark purposes, we played up on the S, adding a signature asterisk that we use throughout the brand ID. Fonts and design were inspired by ‘heritage motif with edge’.

Packaging

By removing the additional naming convention (Soaring) and utilizing an eye-catching circular ray of color to denote flavor, we focus the consumer on product potency and name recognition. The copy added to new packaging allowed for brand personality to shine through.

Website

We focused on the keyword "cannabis drinks" and since e-commerce was not an option, used the website as a brand touchpoint by hosting recipes and videos from our marketing campaigns.

Retail

By California cannabis industry standards, retail dispensaries – and the budtenders that work for them – are essential to the success of a brand. We focused on the USP’s of quality, taste and potency. Sales decks and sample boxes were created to introduce the brand to dispensary and delivery buyers.

Content

PRODUCTION * CREATIVE DIRECTION * COLLABORATIONS

Merch

Recipe booklets provided with purchase provided a tangible understanding of how the product can be mixed and used as an alcohol alternative and/or flavorful addition to your sesh. Video content developed for social media shortly followed…