06 / 21 — Brand & Direction

Lucky 420

Role
Creative Director / Brand Strategist
Client
Lucky 420
Year
2017-2018

Lucky 420, a female-owned cannabis company out of Northern California, needed a marketing strategy that didn't feel borrowed from beer or tech. We built one from the ground up around Instagram and YouTube creators native to the state.

Lucky 420

Video

Gallery

Hero image for Lucky 420 pre-rolls, made to support "Eaze", the largest online cannabis vendor in California.
Hero image for Lucky 420 pre-rolls, made to support "Eaze", the largest online cannabis vendor in California.
A quality assurance B2B/B2C video to educate dispensaries and consumers on the care involved with creating each product.
A quality assurance B2B/B2C video to educate dispensaries and consumers on the care involved with creating each product.
Hero image for Lucky 420 (Hybrid) strain.
Hero image for Lucky 420 (Hybrid) strain.
A collectible 420 Force action card is included in every pack of pre-rolls.
A collectible 420 Force action card is included in every pack of pre-rolls.
Product descriptions and hero images.
Product descriptions and hero images.
"We're proud to be a part of the solution to end the racist war on drugs, to elevate strong women, to fight corporate greed, and to stop the distribution of schwag weed." - Founder Rachel Hazlett
"We're proud to be a part of the solution to end the racist war on drugs, to elevate strong women, to fight corporate greed, and to stop the distribution of schwag weed." - Founder Rachel Hazlett
It was extremely important to verbally and visually carve out space for Lucky 420 products against all of the other players on the shelves.
It was extremely important to verbally and visually carve out space for Lucky 420 products against all of the other players on the shelves.
Instagram treasure hunt in the Bay Area.
Instagram treasure hunt in the Bay Area.
A map for the street team to deploy contest posters in hot spots throughout San Francisco and Oakland.
A map for the street team to deploy contest posters in hot spots throughout San Francisco and Oakland.
Tri-branded poster to promote Lucky 420 products available at a key dispensary near an indie movie theater.
Tri-branded poster to promote Lucky 420 products available at a key dispensary near an indie movie theater.
Tri-branded poster to promote Lucky 420 products available at a key dispensary near an indie movie theater.
Tri-branded poster to promote Lucky 420 products available at a key dispensary near an indie movie theater.
Downloadable Instagram picture frame for fans and influencers to use on their personal handles.
Downloadable Instagram picture frame for fans and influencers to use on their personal handles.