I met Wicked Kind half way across the world.
It’s a small world sometimes.
Wicked Kind was already an established cannabis brand, that had won a bunch of awards including two Cannabis Cups, one in the Most Potent category. They grow boutique cannabis, out in Portland, Oregon, and are known for out-of-this-world heavy hitters.
WK was expanding into some new ventures.
In Kindness We Trust.
In 2019 WK was getting into the CBD market, and I happened to have some good ideas. Then Covid hit, which slowed down our CBD project, but opened the door to other things:
Canna merch was hot, and WK already had several collections in development - just needed to figure out where and how to sell the goods.
FIRST: The website had to be completely redone. The new focus was all about merch, and had to be super user friendly on the backend, because an external company was handling inventory and shipping. Employees had to be able to make changes occasionally. Then there was wholesale and vendors being able to shop separately. So major inventory management. (Hello Shopify!)
THEN: We needed someone to rep the brand. And we had just the right people in mind.
SLIGHT CHALLENGE: Covid had shut down the country, but not all of the country…
SOCIAL: Needed to grow (revert to merch was hot + hello ambassadors + mountain towns were happening that summer)
New Website
The WK Brand Hub
Home: The slider features highlights including ambassadors / lifestyle / shop merch.
About the brand.
Home screen merch, fading slider that features a highlighted collection. This comes in handy for seasonal items.
Fading slider, reveals more merch above and below.
Shop / Sort by collection.
Press: WK gets featured in all kinds of publications.
Analytics! People need to find the product, plus this thing tracks which zip code and dispensary gets searched the most. Nifty.
You get the idea - links to the strains.
Famous for their various strains, which have won awards. This part is a bit more hidden so we can get away with the whole shopping for merch on the website.
Ambassadors
Wicked Kind is all about bringing on the chill vibes and enjoying the good life. They fully embrace PNW ski culture, basically in their own backyard, while hanging in tropical lands during their time off. And they just so happen to be super connected in the adventure industry.
For some, summer of Covid meant isolation, but for others it meant joining forces and making something out of it. So bringing friends on board felt just right. WK sponsored Tim, a well known pro skier and Nic, his team photographer, who were about to start shooting an adventure film in the coming fall season.
(And also help us spread word about Wicked Kind Wellness)
some good old social content & behind the scenes from nic 📸
Aaaand some merch I shot below while on a trip to Maine. 📸
Launch/Social
I developed a ‘drop’ calendar for each collection to create some anticipation, which would get more people to subscribe and be the first to know when the merch drops. This was timed with the availability of product on the website. I also introduced email marketing + a brand new FB merch page.
People seem to love getting canna-centric emails.
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We created a ton of content for IG stories intermixing video & photography.
How it Came Together…
In Development…
We’ve been working on some new things: like new products, packaging, along with new web integrations.