MARI J'S HIGHWAY POT SHOP

Brand Design

Advertising

POS

Print Collateral

Memes
Murals, signs, billboards

The founder is a spirited young entrepreneur with roots among Humboldt County cannabis royalty. The first time we met, she joked about being the first in her family to “go legit”. If Tom Petty were to write a song about a pot shop owner, he’d write it about Mari J. She loves 80’s music, her ’69 Chevelle SS, and selling great weed. Mari J was 6 months pregnant when we met, she was in a hurry to get started. She was literally starting the new family business, Mari J was willing to risk everything to succeed in an uncharted marketplace in a male dominated industry thick with layers of regulations, laws, and liabilities. Mari J is true twenty-first-century American grit, I was honored to work with her.

Our strategy was clear from the start: we’d focus on creating a culture of kinship and shared experiences that resonated young women. Our goal was to build an emotionally connected fanbase–rather than foot traffic looking for $2 prerolls. By leveraging Mari J’s spirited POV on life, and borrowing heavily from 80’s rock radio hits, we targeted women directly with print and digital advertising telling stories of empowerment, freedom, and the pleasures of a no-excuses women-with-weed lifestyle. The campaign broke old rules, set new standards, and smashed a lot of stereotypes about how women engaged with cannabis.

And yes, we pissed off a few people. Ask me about the Girl Scouts incident.