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
strategy * CREATIVE DIRECTION
‘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
COMPLIANCE * COPYWRITING * CREATIVE DIRECTION
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.
In keeping with the strategy, photography places S*SHOTS next to the familiar workings of a “sesh”, or the act of consuming cannabis alone/with friends. Focusing on the lifestyle of a daily cannabis smoker, S*SHOTS is a welcomed (and ultra flavorful) addition to your sesh.
Take it as a shot, mix it as a mocktail…
retail
DESIGN * COPYWRITING
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
I sourced and produced this launch video featuring three self-proclaimed stoners and three budtenders. The result was fun and authentic taste-testing of the product which supported our core pillars: taste and potency.
Product supplied for Jam In The Van, a traveling music and comedy show.
Outreach and gifted product resulted an authentic and unpaid consumer review.
I found an animator through Instagram and directed the creation of these very affordable animations (total of 10). By serving humor dosed sparingly with product benefits, we speak to the budtender at their level.
merch
CREATIVE DIRECTION * DESIGN * SUPPLIER SOURCING
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…
social
content * copywriting * engagement * GROWTH
BLITZ OF 30 INFLUENCERS IN 2 MONTHS OF LAUNCH WON US 1K FOLLOWERS GROWTH AND BRAND LOYALISTS TO BOOT
events
Set ups were designed and executed by me in Los Angeles, CA.
To the left: Me and Cordell Broadus, Snoop Dogg’s son, became a fan and we collaborated at his birthday event.