True Humboldt
True Humboldt
Brand Strategy
Built the brand around something its founders could legitimately claim: Humboldt provenance.
Naming
Created a name that laid claim to that authenticity.
Positioning
Turned the growers’ history into a simple idea: Since the beginning.
Writing
Brought that history and point of view into the brand’s advertising.
Norman Award
Best New Category (Cannabis) Name
Cannabis has never been short on mythology. Especially in Humboldt County, the world-famous place where farmers once grew cannabis under tarps while federal agents flew overhead in helicopters.
Legalization changed that.
With no more agents with AK-47s walking the land, the concern became authenticity.
The growers we worked with didn’t want outsiders coming into Humboldt and laying claim to a heritage they hadn’t earned. These seven farmers had been growing there for generations. They were the OGs, and rightly proud of it.
They needed a name that laid claim to that provenance.
True Humboldt.
The line backed it up:
Since the beginning.
True Humboldt went on to represent a growing network of small Humboldt farmers and became one of the region’s better-known legal cannabis brands.
And the name won a Norman Award for Best New Category (Cannabis) Name.
For decades, Humboldt growers had answered “What do you do?” with something vague about construction. Legalization meant they could finally stop. They were free to tell the truth.
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