MJBizMag November-December 2022 - 122

Marijuana
Makeover
Miss Grass: Old
Miss Grass: New
Miss Grass uses
colors to evoke the
experience users can
expect from products,
such as orange for
lively and blue for
relaxed. Courtesy Photos
CANNABIS FOR WOMEN
Miss Grass wants to be the brand that
women turn to when they're looking
for quality cannabis. So, when the
company rebranded earlier this year,
it looked for ways to break marijuana's
traditional stoner image.
" A lot of these masculine brands
have really dark colors, psychedelic
graphics and language catered to male
stoner bros, " said Priyanka Pulijal,
the company's creative lead. " It really
perpetuates the stigma around weed
being something that is used as a drug
to escape reality, rather than that more
conscious relationship to the plant. "
With a woman-centric audience in
mind, Miss Grass looked at its neon
" party " packaging and determined it
needed a change to better reflect the
more mature female consumer.
" Women are the fastest-growing
consumer segment in this industry and
the most underserved, " Pulijal said.
" We're striving to offer something that
taps into this femininity and breaks
the traditional stoner trope. This is
an opportunity to own what feminine
energy looks like to us through
packaging colors and expressions. "
Color was key to bringing the idea
to life.
The goal for Miss Grass' new colorcoded
packaging is to reflect what's
in the jars, tubes and boxes as well
as the effect the product will have
120 November-December 2022 | MJBizMagazine
on the consumer. For example, the
company's sativa-dominant Fast
Times strain comes in blood orange
packaging, the thinking being that
both the effect and the color elicit
feelings of brightness and physicality.
In contrast, the company's indicadominant
Quiet Times strain is in
sapphire blue to give a sense of calm,
sensuality and bliss.
" If you focus on an intention with
packaging for a greater purpose, it can
help debunk the stoner-bro culture
and tap into what your audience
wants, " Pulijal said. " It really makes
a difference to ... be intentional and
conscious and set ourselves apart in a
male-dominated industry. "

MJBizMag November-December 2022

Table of Contents for the Digital Edition of MJBizMag November-December 2022

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