The Collins Brothers are from a large Irish Catholic family in Wisconsin. Smart, accomplished entrepreneurs with a low tolerance for bullshit, and a dry sense of humor.
Their goal was to build an honest American cannabis brand, targeting Gen X conservatives with families and real responsibilities. In the gyre of sloppy sameness that is the recreational marijuana industry, What good is another cringe brand?
What about one that openly addresses the problems with weed culture, and doesn't care to hide their family values?
This was an example of a small team doing a full-service job; handling everything from market research, competitive analysis, strategy and branding, all at 1/50th the cost of a large agency. So did the client get 1/50th of the value? Other than comfort and scale, I don't really know what a large agency provides anymore, but for a go-to-market package, it was thorough. Sadly, some poorly-timed legislation got in the way of this one.
I always hesitate to share work that didn't launch, but in this case the client was on board, and the work is worth sharing.
Contributors: Ryan Wood, Brian Bono, Cory Pampalone