TOKYO SMOKE | HIGH DESIGN Yearsss before legalization, I saw a raw opportunity in Tokyo Smoke. To not only create a brand, but to influence and shape an industry at large. Cannabis has a deep history of fear-based stereotypes which have fuelled intense psychological and physical risk for many. But in these deeply entrenched stigmas I saw great creative possibilities and potentials that intrigued me.
Yearsss before legalization, I saw a raw opportunity in Tokyo Smoke. To not only create a brand, but to influence and shape an industry at large. Cannabis has a deep history of fear-based stereotypes which have fuelled intense psychological and physical risk for many. But in these deeply entrenched stigmas I saw great creative possibilities and potentials that intrigued me.
SCOPE
Creative Direction
Design
Brand Strategy
Photo + Video Direction
Campaigns
Visual Identity
Store + Product Direction
Campaign Creation
Experiential
Packaging
Web
Design
Brand Strategy
Photo + Video Direction
Campaigns
Visual Identity
Store + Product Direction
Campaign Creation
Experiential
Packaging
Web
COLLABORATORS
ACD: Brett Ramsay
Design Team: Andrew Cooper, Egor Sokolov
3D Illustration + Motion: Andrew Cooper
Writing: Maggie Buxton-Simpson
Photography: Mark Olson, Bryan Hyunh, Nik Mirus, Jodie + Alex, Nathan LangArtists: Six N. Five, Karen Singh, Antti Kalevi, Dahae Song
Creative Product Collaborations: Holt Renfrew, Concrete Cat, High Noon, Sundae School, Castor, Simple Society
ACD: Brett Ramsay
Design Team: Andrew Cooper, Egor Sokolov
3D Illustration + Motion: Andrew Cooper
Writing: Maggie Buxton-Simpson
Photography: Mark Olson, Bryan Hyunh, Nik Mirus, Jodie + Alex, Nathan LangArtists: Six N. Five, Karen Singh, Antti Kalevi, Dahae Song
Creative Product Collaborations: Holt Renfrew, Concrete Cat, High Noon, Sundae School, Castor, Simple Society
VISUAL IDENTITY + ETHOSAt the genesis of the Tokyo Smoke brand, there was no precedent for cannabis branding, and to enjoy cannabis was to be labelled a stoner. However, in my experience and observations it was not an identity - but rather - a ritual and experience. I also saw that things like alcohol + pharmaceuticals, took you more outside of yourself – encouraging numbing and disassociation – while weed often made me more introspective, creative + aware.
At the genesis of the Tokyo Smoke brand, there was no precedent for cannabis branding, and to enjoy cannabis was to be labelled a stoner. However, in my experience and observations it was not an identity - but rather - a ritual and experience. I also saw that things like alcohol + pharmaceuticals, took you more outside of yourself – encouraging numbing and disassociation – while weed often made me more introspective, creative + aware.
In the creation of the Tokyo Smoke brand, I saw worlds unfolding that spoke to a holistic approach to the entirety of the experience. New visual languages and understandings around set + setting. Showing the spectrum of the experience and softening people’s relationship with the plant. Thoughtfully infusing education and creativity into the Tokyo Smoke brand DNA – in the design of the cafés, stores, tools, products, campaigns, experiential, digital experiences, print collateral and more. Education also felt like a critical pillar on which to build the brand in order to resource and empower people to make the best choices for their experiences and bodies. Then through multi-sensorial experiences and high design, create a vibey experience of intentionality. A portal.
The Tokyo Smoke Rolling Tray & Pipe designed by Castor
The Heirloom Stack designed by Castor
PRODUCT + RETAIL
Apple bongs, gravity bongs, head shops – while I appreciate the resourcefulness, the vibe did not resonate. Looking at set + setting, highlighting the preparation and ceremony, I saw the design of the Tokyo Smoke product and retail spaces as ways to make cannabis more inviting and intentional. Instead of shamefully stashing away grungey bongs + roaches, pieces like the Heirloom Stack are artful conversation pieces – evocative of your grandmother’s candy dish. Through greater functionality and cleanliness and working alongside visionary collaborators, we elevated a routine into a ritual. Collaborators included: Castor, Sundae School, Holt Renfrew, Laundry Day, Jackman Reinvents, Concrete Cat and more.
The Whole Flower campaign created in collaboration with CATK | Sound by Apollo Studios TO
To see more of the Tokyo Smoke video campaigns, click here
To see more of the Tokyo Smoke Terpene Worlds, click here