Design studio Zero is launching its own ‘brand-centric’ cannabis business with five cannabis products
With plans to expand to other markets across the United States, Studio first launched in Arizona. The state is poised to be one of America’s most attractive legal cannabis markets, with projected revenues of $2.6 billion by 2025. Seeing this opportunity, Matt Seashols of Dosist, Sunday Goods’ Randy Smith and the Zero team decided to combine their experience in forward-thinking retail, content, design, strategy and brand building to create something all their own.
“We admired the previous brands of Matt and Randy, both of which paved the way for the next generation of brands in the space,” said Mark Goldwell, Creative Director of Zero. “They were eager to launch something different in the cannabis space and, like us, were extremely open to ideas on how best to do it. It was an environment of sharing and imagination that felt good. Especially for a project where we have an equity stake, it made sense to be involved with Studio for the long term.”
As part of its launch, Studio launched a series of products designed to appeal to consumers throughout their cannabis consumption, including Melted, Plant Based, Human Resources, Tell Your Friends and Session. By researching cannabis consumer cases, experiences and “typical use” needs, Zero developed customer personas as creative and philosophical anchors for the brands and used them to create the products, designs and messages.
The overall identity of Studio by Zero has rich navy and sage tones with bronze and gold metallic foil accents. Paired with a modern striped logo, it evokes a classic Motown feel and acts as a distinct but not overwhelming canvas for other Studio brands. As a “Cannabis Collective”, the company’s goal is to quickly produce brands targeted to “meet the market where it is, instead of serving the same derivative tropes that typically offer little or no emotional appeal” , according to the founders.
“Emotionally, successful cannabis brands must not only create brands that people co-sign and actively align with their lifestyle, but also consider them and meet them where they are in terms of experience,” says Goldwell. “Many people have tried cannabis and had a terrible experience. It is extremely important to empower them through education in a non-encyclopedic or patronizing way about dosage, form factor, onset and desired effects. .”
The first new brand released under the Studio umbrella is Melted, something described for “the regular user”. Melted’s voice is bold, monochromatic and expressive, with a singular use of black and white for all trademark materials and a range of surreal visuals, including distorted, striped and checkered patterns.
Melted will launch with two main product lines: Melted – a standard premium line, and Tiger Style – a very powerful premium brand. As the Melted range hits the market with best-in-class products at an affordable price, the Tiger Style brand reaches new heights of power through product innovation. It features a tempered pre-roll infused with rosin and rolled in “sauce and diamonds”.
Going forward, we can expect four more products with all branding and marketing handled by Zero. “For so long, cannabis has been trivialized in the media and by the government even though the healing properties of the plant are so vast and powerful,” says Mark Goldwell. “From self-exploration to reducing pain and anxiety, there are so many possibilities. That’s why Studio is the next logical project for us as an agency. Our hope is to work with Matt and Randy to create brands that provide people with the best products for their lifestyle.We can play a part in improving everyone’s life through the power of cannabis.