HIGHLAND PANTRY
Highland Pantry celebrated the beauty, elegance and incomparable wisdom of older women through cannabis.
Brand Identity Development
The Challenge: Design a weed brand for your mom. Created for the 50+ female consumer, Highland Pantry was the first independent DTC cannabis brand in California.
The Results: Imagine lounging pool-side in front of a colored sunset relaxing to a record from The Rat Pack. That was Highland Pantry. A nod to a time when “Pot” was “dope”, we drew inspiration from the 1960’s and 1970’s pop-culture for our color palette and iconography. The unique shapes showcased on the product packaging were taken from the shapes made by desert landscape in Palm Springs, California, one of my favorite places on earth.
Community Engagement
Marketing efforts were focused specifically on educating and engaging an older, female demographic. Engaging with an older demographic required tactics that spoke to them and their habits. So, as part of our marketing efforts we gave talks to continuing education and retirement communities, participated in Menopause events and even executed a tongue-in-cheek direct mail campaign.
Because of the restrictions with marketing a regulated substance, social media posts were focused on directing traffic to the website and promoting partner retailers.
Other marketing promotions were centered around mom-related holidays and often featured real women over 50. Our most successful, revenue-driving campaign was our “High Mom” Mother’s Day campaign that used women 50+ as our models and included an interactive portrait gallery on our website showcasing each woman’s likeness and expandable diary sharing her personal journey with cannabis.
Retailer Relations
Expanding our retail footprint was not only important to our sales metrics, but also to our brand awareness to our target demographic. Demo days were especially important, so we showed up to educate and promote at retailers across California.
Securing features in places like Vogue USA, Vogue Mexixo and more, Highland Pantry was able to showcase it’s reach and market appeal to potential consumers and investors alike.
Metrics Of Success
+20% MOM Revenue
Being the first DTC brand facilitated by Flower Co’s pilot program, HP saw 20% MOM increase in sales via this channel alone.
+20k Email Subscribers
We cultivated a high value audience through organic and paid advertising as well as retailer relationships. Email was used to engage consumers and advertise available retailers as well as promotions and sales.
+100% MOM Retailer Onboarding
Before the company shuttered amid the 2020 pandemic, HP saw a 100% MOM increase in retailer onboarding.
