Creating a cannabis brand for grown-ups.

When Washington state legalized cannabis, a lot of growers wanted to get their product into packaging as fast as possible and set the world ablaze with their military-grade flower.

But there were plenty of adults who didn’t find drifting off into a haze appealing.

They had careers, marriages, kids, responsibilities. They were curious about cannabis, but they didn’t want to be incapacitated by it. A lot of them remembered the lighter cannabis they’d smoked when they were younger and wondered where that had gone.

We created a brand for a grower entering the new market, for people who wanted cannabis to enhance an experience, not take it over.

We named it for something that does two jobs:

Tiller.

A tiller works the soil. It also steers a boat.

One was about growth. The other about exploration.

Tiller offered access to both.

The tagline turned it into an invitation:

Open up.

That became the idea behind the voice.

Instead of talking about getting higher or checking out, we wrote about being more connected, more open, and more alive to yourself and the world around you.

The same voice carried through packaging, product language, and campaign work.