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.



SCOPE
Creative Direction
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




VISUAL IDENTITY + ETHOS

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






The Capsule Collection campaign created in collaboration with Six N. Five






To see more of the Tokyo Smoke video campaigns, click here 







Holiday product collaboration with Holt Renfrew | Shot by Nathan Lang


To see more of the Tokyo Smoke Terpene Worlds, click here