How do you make cannabis more relatable? How do you divorce marijuana from its non-luxury, non-refined stoner roots and evolve it into a lifestyle brand? How do you become, as CEO Adrian Sedlin calls Canndescent, the “Courvoisier of Cannabis?”
If you scroll through Canndescent’s social media feeds, you’d categorize them along the likes of a luxury lifestyle brand. They’re more Hermes and Apple than Chic women and hip men “living their best lives,” in other words. What helps fuel that best life?
Well, judging from the advertising campaign, it’s cannabis. Low-key joints rest laxly between these trendy individuals’ fingertips while smiles appear permanently fixated on their faces. Thick, dreamy smoke wisps seductively out of their mouths, their shining eyes drawing you in further, almost to ask, “Why not join?” Just try to resist the temptation.
Canndescent attempts to “marry the mastery of cannabis cultivation with the canvas of your life.” They call this process the “Art of the Flower.” It’s all the intention of Sedlin to deliver quality product to the high-end cannabis consumer. Like other high-end brands like Beboe and ASCHE Industries, Canndescent join the luxury boom rippling through the cannabis industry currently. So expect to pay; Canndescent charges a 25% premium on their product.
“Like Starbucks redefined coffee, a commodity product, in the 1980s, team Canndescent similarly hopes to elevate the basic standard of service to ultra-premium and democratize access to “top shelf” product,” Sedlin wrote on CNBC.
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Gone are the idiosyncratic and colorful strain names that populate dispensaries. Instead Canndescent delivers five simple strains that match their eventual effect: Calm, Cruise, Create, Connect, and Charge. Calm, for example, “sedates the mind and body, allowing everything to melt blissfully away” while Create “focuses the mind and settles your body, making it ideal for crafts or computer work.”
Vanished too are the plastic Ziploc baggies that contain most marijuana you’ll find. Instead Canndescent sells its product in color-coded, magnetically-sealed box sets. Inside, consumers will not just find glass jars carrying their marijuana, but also “rolling papers, crutches, matches, hemp wick, and a vellum welcome letter in each box set.” Simple names and refined packaging makes Canndescent’s an elevated costumer experience and more accessible.
As Sedlin writes, “Quite like the graphic user interface humanized technology in the early 1980s, Canndescent humanizes and, hopefully, destigmatizes cannabis flowers by making them intuitive, approachable and elegant.”