EDIE PARKER'S CREATIVE PROCESS🍃
AND A HAPPY 4/20-EVE TO ALL THAT CELEBRATE!
The cannabis industry doesn’t receive nearly as much attention as it deserves. In the past couple of years, there has been so much innovation in this space, both in terms of branding and design, as well as product development. That said, it feels like there is very little recognition for the work, and the people, behind these brands. Today, on the eve of 4/20, we’re going to shine a light on the Cannabis category with a very special interview. But first, let's take a deep dive into our favorite projects — launches, partnerships, and campaigns — from other brands in the space that we love.
Angel Therapy: Two of our favorite people in the world are Marta Mae Freedman and Lincoln Barnett, the duo (and real-life couple) behind Angel Therapy. For those of you who don’t know, Marta is also the Co-Founder and Creative Director of Dieux, and the two also work on Air Milkshake. (It’s mind-blowing, we know.)
Recently, they announced Angel Therapy’s exclusive launch into Gotham, a woman-owned dispensary in New York City. HUGE. Each batch of their products is grown under the New York sun and is proudly hand-harvested, hand-trimmed, and hand-packaged. Speaking of Gotham…
Miss Grass: We discovered Miss Grass on social media after seeing photos of their #HerbMajesty activation in Gotham’s NYC store. It was an Instagram-worthy Rubik’s cube-style throne that displayed their bold, colorful brand identity.
For context, the brand is centered around enhancing your life during all its moments, from Fast Times to Quiet Times and even Half Times. Apart from their products and their functionality, the brand on a higher level is focused on disrupting stoner culture, targeting women who make up the industry’s fastest-growing and most underserved demographic. Hence their name: Miss Grass.
Sweedies: Last month, Sweedies’ co-founder, Olivia Sheehan, graciously gifted us their fruit snack “mood rings,” which came in a cheerful, bright orange packet. In a nutshell, they're focused on making edible consumption more enjoyable through a controlled experience.
We did a little digging and learned that Olivia co-founded the brand with Rachel Richman when the two of them were employed at Violet Grey. For those who want details, Olivia was a Senior Marketing Manager and Rachel was a Senior Merchandise Manager at the time. We love a corporate meet-cute.
And now for the star of today’s letter: Edie Parker. Full disclaimer: this piece was written before their St. John collaboration announcement so we didn’t cover BUT highly recommend you check it out. The star of the campaign is Leighton Meester, in case you needed convincing.)
You may know Edie Parker from their iconic bags: the lighter-attached “Burn Bag” that took social media by storm, the “Tulip Bag” we featured previously, and the “Mini Grass” tinsel bags we absolutely adore.
On the surface, it might seem like they’re just another fashion brand, but fashion is their unique angle, their “way in,” to the focal point of their business: cannabis accessories:
For full transparency, we’ve never bought any of these accessories ourselves, which would be truly shocking if you looked at our search history and how much time we spend lingering on the Edie Parker website. 95% of it is because the creative direction is so distracting (in the best way possible) and the other 5% is because we get lost in all the options until we tire ourselves out and say we’ll “sleep on it” for the hundredth time. Decisions, decisions!
Recently, though, it’s been because of the creative direction. One, in particular, that caught our eye was the Ravioli Pipe launch. We could describe it, but it’s better if you just see for yourself:
Every touchpoint, from their new market-entry announcements, to their new drops, is so thoughtful and transportive. That’s what makes them so powerful. No matter who you are, or what you think of cannabis, they transport you to an emotional experience or immersive world that never fails to draw you in. They never miss.
When we say “they,” we mean Edie Parker’s small but mighty team. But really, the person to know, the visionary mastermind behind these campaigns and all their visual executions, is Niki Sawyer. We chatted with Niki about her role at Edie Parker, her creative process, and the relationship between marketing and product development. She also shared what’s next for the brand, and it includes national domination and new (edible) products. Let’s get into it: