ROACH

WE’RE ROACH AND WE SMOKE TO GET HIGH • WE’RE ROACH AND WE SMOKE TO GET HIGH • WE’RE ROACH AND WE SMOKE TO GET HIGH • WE’RE ROACH AND WE SMOKE TO GET HIGH • WE’RE ROACH AND WE SMOKE TO GET HIGH • WE’RE ROACH AND WE SMOKE TO GET HIGH • WE’RE ROACH AND WE SMOKE TO GET HIGH •
WE’RE ROACH AND WE SMOKE TO GET HIGH • WE’RE ROACH AND WE SMOKE TO GET HIGH • WE’RE ROACH AND WE SMOKE TO GET HIGH • WE’RE ROACH AND WE SMOKE TO GET HIGH • WE’RE ROACH AND WE SMOKE TO GET HIGH • WE’RE ROACH AND WE SMOKE TO GET HIGH • WE’RE ROACH AND WE SMOKE TO GET HIGH •

Returning to the roots of cannabis culture

Over the last few years, as cannabis legislation in the US has shifted, the industry has exploded. ‘Big Weed’ is taking it even more mainstream, with brands evolving rapidly, building conventions for the category as they go. Our job was to help new cannabis brand, Roach, stand out from the norm.

Roach’s innovative device and ultra high quality distillate make its offering immediately stand out. And while many growing brands have taken a pharmaceutical or luxury approach to weed as a way of drawing in new audiences, the Roach brand speaks directly to the spirited rebels who smoke to have fun.

WE’RE ROACH AND WE SMOKE TO GET HIGH • WE’RE ROACH AND WE SMOKE TO GET HIGH • WE’RE ROACH AND WE SMOKE TO GET HIGH • WE’RE ROACH AND WE SMOKE TO GET HIGH • WE’RE ROACH AND WE SMOKE TO GET HIGH • WE’RE ROACH AND WE SMOKE TO GET HIGH • WE’RE ROACH AND WE SMOKE TO GET HIGH •
WE’RE ROACH AND WE SMOKE TO GET HIGH • WE’RE ROACH AND WE SMOKE TO GET HIGH • WE’RE ROACH AND WE SMOKE TO GET HIGH • WE’RE ROACH AND WE SMOKE TO GET HIGH • WE’RE ROACH AND WE SMOKE TO GET HIGH • WE’RE ROACH AND WE SMOKE TO GET HIGH • WE’RE ROACH AND WE SMOKE TO GET HIGH •

Asked to help establish the brand and communicate what makes it different, we began with research that took us back to our street-culture roots. Over a period of weeks, we immersed ourselves in California’s cannabis culture, exploring vast cannabis trade shows, visiting dispensaries, speaking to ‘budtenders’, to get a real inside feel for what matters to today’s cannabis community.

We soon realized we needed to sidestep the increasingly mainstream brands completely, and rediscover the rebellious spirit at the heart of cannabis use.

We created a voice for Roach that rebels against Big Weed. Where some brands offer controlled doses, Roach says, “We don’t care how much you smoke”. Where some brands are all about weekend smoking, Roach says, “Smoke when you like”. And where some brands promise productive mood shifts, Roach says, “What you do when you’re high is up to you”.

WE’RE ROACH AND WE SMOKE TO GET HIGH • WE’RE ROACH AND WE SMOKE TO GET HIGH • WE’RE ROACH AND WE SMOKE TO GET HIGH • WE’RE ROACH AND WE SMOKE TO GET HIGH • WE’RE ROACH AND WE SMOKE TO GET HIGH • WE’RE ROACH AND WE SMOKE TO GET HIGH • WE’RE ROACH AND WE SMOKE TO GET HIGH •
WE’RE ROACH AND WE SMOKE TO GET HIGH • WE’RE ROACH AND WE SMOKE TO GET HIGH • WE’RE ROACH AND WE SMOKE TO GET HIGH • WE’RE ROACH AND WE SMOKE TO GET HIGH • WE’RE ROACH AND WE SMOKE TO GET HIGH • WE’RE ROACH AND WE SMOKE TO GET HIGH • WE’RE ROACH AND WE SMOKE TO GET HIGH •

Above all, Roach is not a fashion accessory. It’s authentic. Roach is hijacking the modern weed conversation by going back to when there were no rules, no labels, no norms. We designed a brand identity that returns to the core of Californian weed counterculture: unrestrained, unapologetic, and unconcerned with status.

Its logomark is bold and simple, in black and white, with an exclamation mark detail hidden in the A as a rebellious parody of warning signs associated with weed products.

WE’RE ROACH AND WE SMOKE TO GET HIGH • WE’RE ROACH AND WE SMOKE TO GET HIGH • WE’RE ROACH AND WE SMOKE TO GET HIGH • WE’RE ROACH AND WE SMOKE TO GET HIGH • WE’RE ROACH AND WE SMOKE TO GET HIGH • WE’RE ROACH AND WE SMOKE TO GET HIGH • WE’RE ROACH AND WE SMOKE TO GET HIGH •
WE’RE ROACH AND WE SMOKE TO GET HIGH • WE’RE ROACH AND WE SMOKE TO GET HIGH • WE’RE ROACH AND WE SMOKE TO GET HIGH • WE’RE ROACH AND WE SMOKE TO GET HIGH • WE’RE ROACH AND WE SMOKE TO GET HIGH • WE’RE ROACH AND WE SMOKE TO GET HIGH • WE’RE ROACH AND WE SMOKE TO GET HIGH •

And this sets the tone for everything within the brand experience. From the brand positioning and identity, we built out a launch toolkit that extends the Roach vibe across touchpoints – from packaging and point-of-sale material to its digital and social presence. The feel is confident and subversive, inspired by street art and characterized by strong shapes and raw textures, such as concrete and cardboard. The Roach voice comes through in every touchpoint, and together they create the full brand experience. Roach remembers what made weed great.

The Roach voice comes through in every touchpoint, and together they create the full brand experience. Roach remembers what made weed great.

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