Nicer Co.
PROJECT DELIVERABLES
Brand Strategy
Brand Identity
Go to Market
Campaign Creative
CLIENT OVERVIEW
Cannabis is a new industry undergoing rapid growth, but the market is centuries-old, and in recent decades rife with stigma and criminalization. Driven by untruths, cannabis has long been weaponized as a tool for mass incarceration of people of color; a fact that many cannabis brands are conveniently overlooking.
The net effect has generated a lot of fear, uncertainty, and doubt about cannabis in mainstream America, leading to a reluctance to embrace Adult Rec cannabis by legislators and community leaders.
This was further aggravated during the Prop 215 “medical” era, when cannabis purveyors did not consider brand or consumer experience. Most dispensaries and early brands were crude, played into classic tropes, and were often foreboding.
Nicer Co. was architected to make cannabis approachable. To unite rather than divide. To make it easy for legislators to say yes to permits.
Working with members of the San Francisco Equity Group, we set out to build a brand that would be embraced at Town Hall and considered a part of the community. We also sought to remove obstacles to wellness and economic opportunity for those who’ve been harmed by the War on Drugs’ policies.
PROJECT OVERVIEW
In order to fulfill the Nicer Co. team’s purpose, we developed the brand from the ground up to be a social movement, not a marketing idea. This was reflected in the name itself, “Nicer Co.” The visual ID system was created to be open, delightful, relatable, and impactful, reflecting an organization that elevates cannabis to delight and unite.
Playing through the brand strategy of elevating cannabis to serve society instead of just selling to it, QP developed a creative platform, “Nicer Leadership”, which would come to life as a media project lifting up the small and unsung acts of dedication and connection that make communities nicer.
Nicer Co has secured multiple licenses in San Francisco’s highly competitive environment, as well as other municipalities across the U.S., and is intentionally constructed to evolve with the needs of its community over time.
