Establish and develop Lokal as a leading budget cannabis brand in Massachusetts by emphasizing local culture, community engagement, and delivering high-quality products at an affordable price.

ASK.

Lokal had the early pieces of a brand, but it needed a true foundation. I partnered with our copywriter to craft a brand story and voice rooted in real Massachusetts culture, then guided our creative team in building a cohesive visual system that stretched across digital, retail, packaging, and wholesale. To ground the brand in authenticity, I led a Boston lifestyle shoot that captured the real local energy at the heart of Lokal.

MY ROLE.

My Role: Creative Direction & Design Direction
Copy: Krista Carothers
Design: Sab Jones, Sara Lopez
Photographer: Sab Jones
Agency Partner: Red Antler

SQUAD.

CANNABIS GROWN

CLOSE TO HOME

PERSONAS.

FREQUENT SHOPPER
This shopper is always looking for the best deal. Their wants and needs are simple: they want good weed for a great price. They’re familiar with a variety of cannabis products and shop often, but they have little to no brand loyalty because price is the driving factor for their shopping decisions. However, this doesn’t mean they’re not willing to spend money – they’re savvy shoppers, and they’ll go all in on a good deal when they find it.
KEY MESSAGING POINT • Quality flower at an affordable price.
FREQUENT SHOPPER
Charlie just wants to get high, man.
He’s a heavy flower consumer, but he’s not worried about terpene content, TAC percentages, or strain genetics. Flashy logos and science-heavy backstories won’t win him over.
All he cares about is whether it’s good weed—and if it is, he’ll buy as much as he can.
KEY MESSAGING POINT • Keep it simple, stoner – laid-back flower at a low price.
INFREQUENT SHOPPER
This shopper enjoys weed occasionally—and that’s enough for them.
They’re looking for something quick, affordable, and easy. Deep dives into strain genetics or terpene profiles don’t interest them. They’re not buying in bulk because they don’t consume often.
But their lack of cannabis expertise makes them open to suggestions and new experiences—as long as the price is right.
KEY MESSAGING POINT • Good times at a great price.

Cannabis shouldn't be complicated.

GOOD WEED AT A GOOD PRICE, CRAFTED WITH CARE BY GOOD PEOPLE.
AFFORDABLE

High quality, low prices, that’s the Lokal way.
APPROACHABLE

We’re your neighbors, and we just want you to have a good time.
UNCOMPLICATED

Life is complicated enough, buying weed should be easy.