GrassRoots

Project Overview
This project was part of a larger initiative, but my focus was on the retail point-of-sale strategy. We developed a two-part approach to communicate Grassroots' premium brand in the retail environment. The first part centered on emotional storytelling, while the second highlighted the premium quality and locally crafted nature of Grassroots products. Together, these approaches aimed to connect with customers on both a personal and aspirational level, ensuring Grassroots stood out as a trusted, high-quality cannabis brand.

The emotional approach focused on creating personal connections by showcasing the ways Grassroots products could seamlessly fit into customers' lives. The premium approach, on the other hand, showcased the sophistication of the packaging and emphasized the craftsmanship behind each product, reinforcing the brand’s commitment to quality and authenticity.

Although the campaign never went to market, it demonstrates a strategic, thoughtful approach to building a retail presence that effectively communicated Grassroots’ values and created engaging, memorable customer experiences.

My Role
I worked in tandem with a teammate to create and present two concepts for the campaign. Together, we developed and mocked up the requested deliverables. The project ultimately did not go to market due to changing legalities surrounding cannabis when it was first introduced to the Illinois market.

The Ask
Grassroots needed a range of display solutions to promote its products in recreational, adult-use, and medical dispensaries across various store sizes and priority markets, including Illinois. The goal was to create adaptable, scalable displays that would educate and inform dispensary patients and shoppers about Grassroots’ unique premium positioning and value.

Target Audience
Adults 21+ in recreational and medical cannabis markets who value premium, locally crafted products.

Challenge
The challenge was creating a retail presence that communicated Grassroots’ high-quality products while catering to a diverse customer base. We needed to create adaptable displays that educated and resonated with both medical and recreational users.

Deliverables