Debunking the Stoner Bro Culture
Description
Clio Cannabis 2022 Gold Winner
The inspiration for Miss Grass was to have a voice and place in the industry.
The unfortunate fact is a majority of weed brands endorse a HYPER-male-dominated stoner-bro culture via their dark colors and psychedelic graphics. It perpetuates the stigma around weed being something to escape from their reality or used as a party consumable over the more conscious relationship to this plant and how it can actually help manage our reality.
Women are the fastest growing consumer segment, the most underserved, and drive the most household purchases. As a brand founded and run by women, for women, Miss Grass strives to offer an alternative to traditional stoner tropes. We wanted our brand identity to appeal to this majority audience while also remaining gender-inclusive.
This was an opportunity to own what feminine energy looks like to us. We aimed to ensure our colors, logo, and expressions remained more gender-inclusive, while celebrating the feminine. Feminine energy lives in all of us and we want people of all backgrounds, ages, and gender expressions to tap into that feeling.
We’re passionate about weed in this feminine gaze inspiring us to focus on the more sensual, introspective, and playful aspects of the plant.
This professional campaign titled 'Debunking the Stoner Bro Culture' was published in United States in April, 2023. It was created for the brand: Miss Grass, . This Print medium campaign is related to the Other industry and contains 6 media assets. It was submitted about 1 year ago.
