Culture-defining branding.
We helped Cookies revolutionized the idea of ownable genetics and proprietary branding in weed.
Each kind of weed (strain) was named, branded, and given tasting notes. In a nod to its black market roots, each strain was sold in a custom designed 8th bag.
As the portfolio grew Cookies used the weed grown from these genetics to expand their product offering. The strain art became subbrands and extended across all product categories.
This approach is now an established industry standard. So much so that we helped them change the game again in 2023. See Cookies 2.0
The Process
A name was created by Cookies’ visionary founder, Berner, in collaboration with the breeder of the strain or collaborator. We would then create 3-5 designs that reflected the vibe of the name with direction from Berner. Once the strain art was approved, tasting notes were written and we created a checklist of items to be used across the network for marketing:
Strain art suite: live art that could be used across all marketing touchpoints
Packaging extensions: extending the artwork to Cookies’ core lineup product categories and beyond.
Packaging renders: to be used in marketing, online & sales materials
Marketing assets: social media, email campaigns, sales materials, menu graphics, in store assets, swag etc…
