Boston, MA
Rasta Rootz Dispensary
This independently-owned dispensary wants everyone to feel welcome in the cannabis community. We drew upon many inspirations. Common cultural heritage of cannabis use. A reverence for the Rasta movement. A decidedly hip-hop sensibility passed down from soundsystem culture.
With its promise of “kind practices” and “royal treatment” for all, the Rasta Rootz brand refines the dispensary experience and stands out from the impersonal chain-store alternatives. They've transformed a classic historic building into a one-of-a-kind cannabis destination in Boston, where America’s rebellious spirit was born.
RESPONSIBILITIES:
- Project Lead
- Creative Direction (Copy)
- Brand Positioning
- Story Development
- Brand Book
- Website Copy
Brand POSITIONING & Story Development
It was crucial to define the in-store experience in our own terms. What's the opposite of the impersonal corporate cannabis experience? A place where everybody gets the royal treatment.
Cannabis has been a symbol of fellowship since before the American Revolution. When your dispensary is just up the street from the site of the Boston Tea Party, you owe it to your community to reclaim and amplify the people's common cultural heritage.
Because this brand will fully come to life through customer service, we favored phrases that elicit positive, inclusive, and equitable treatment of anyone.