AAU_TeamAwesome_Week15_FinalPresentation

TEAM MEMBERS INSTRUCTOR SEMESTER CLASS

Gwynette Oller, Gurvinder Kaur, Thomas McNulty Spring 2021 Packaging Design 4
Teo Iastrebner, Maggie Chen

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WE AS ONE

Our mission is to empower the cannabis
community by giving back. We see the
problems that the industry is dealing
with and we challenge them in search
of a true cannabis experience.

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Creative Brief

USP (Unique Selling Point)

We give back to the cannabis community by fighting to dismiss
cannabis related convictions before it’s legalization. We also
support working farmers and practice sustainable farming.

Theme Sub-Brands Categories Selected Locations Target Audience

We As One 1. Hemp Based Art Supplies & Stationery 1. Portland, Oregon • Cannabis Users
2. Recreational + Medicinal Cannabis 2. Los Angeles, California • 21 and Older
Key Adjectives 3. Gardening & Nursey 3. Brooklyn, New York • Male and Female
4. Hemp Based Linens & Apparel
· Trendy
· Colourful Design Objective Competitors
· Expressive
· Communal To create four systems that relate to
· Welcoming the cannabis industry while reflecting
different aspects of cannabis usage.

Numbers &
Statistics

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The Current Cannabis Business More Variety
Safety of Products
W HAT ARE USERS LOOKING FOR?

Higher Quality
Better Prices

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The Current Cannabis Business Medicinal & Recreational usage
Medicinal usage only
CANNABIS Cannabidiol (CBD) only
LEGALITY
BY STATE

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U.S. Current Cannabis Business

REVENUES $9B2017 $23B2021
GENERATED

Is how much revenue was generated in the U.S. in 2017, The business of cannabis is expected to generate much
is expected to grow exponentially in the upcoming years. more revenue in 2021 than all the past years in the U.S.

MONEY SPENT This graph shows how much money was spent on cannabis in 2019 for our potential states.
ON CANNABIS California

$2.75 billion

Oregon

$0.72 billion

New York

$0.03 billion

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U.S. Cannabis Retail Sales Estimates Recreational
Medicinal
TOTAL RETAIL SALES

2018–2023 (in billions of U.S. Dollars)

$30B Total
$25B $25-$30.4
$20B
$15B Total
$10B $22.4-$27.4

$5B Total Total $18.1-$22.0
$0B $15.7-$19.0 $19.4-$23.5
$15.7-$19.1
$10.2-$12.2 $13.0-$15.7
Total Total $6.7-$8.3 $6.9-$8.4
$8.6-$10 $11.2-$13.7 $5.5-$6.8 $6.7-$8.3
2022 2023
$5.3-$6.2 $7.0-$8.5 2020 2021

$3.3-$3.8 $4.2-$5.2

2018 2019

Store
Branding

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Retail Concept

YOUR CANNABIS LIVING ROOM

Good Stuff retail store is pivotal in defining
a new cannabis experience. By dividing the
store into sections, we highlight the many
ways cannabis can be integrated into our
daily lives.

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Retail Store

Key Words: Friendly, Home-Grown, Inviting, Open

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Retail Concept

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Location Scouting
& Personas

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Location Research

Portland, OR

About the City

Cannabis tax revenue in Oregon alone is
expected to hit a new record of $292 million
in 2021. We expect the cannabis market to
be booming in Portland, therefore making it
a potential state to have our retail stores in.

Population % of Adult Cannabis Users

662,549 26.99 %

Walkable Score

66.6 %

Public Transportation Score

51.6 %

Bike Score

85 %

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Location Research

Los Angeles, CA

About the City

With the legalization of cannabis, most users
want to relax, relieve pain, and boost creativity.
With the aspect of creativity in mind, we think
Los Angeles would be a very profitable market.

Population % of Adult Cannabis Users

3,983,540 20.06 %

Walkable Score 40.2 %

Public Transportation Score 52.6 %

Bike Score 58.7 %

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Location Research

Brooklyn, NY

About The City

As New York is legalizing recreational cannabis this
year, we expect tremendous growth. It is projected
that cannabis sales alone will generate 3.5 billion
this year and 60,000 new jobs. Therefore we see
Brooklyn, New York as a prime location.

Population % of Adult Cannabis Users

2,589,970 12.33 %

Walkable Score 97.2 %

Public Transportation Score 100 %

Bike Score 85 %

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Persona

Ruth Laing Goals

AGE: 25 • Buy locally and ethically sourced for consumption.
• Buy hemp based products that align with their
Demographics
eco-friendly practices.
Gender: Non-Binary
Location: Portland Frustrations
Education: College
Job: Manager at Printing Shop • Hemp products can be pretty expensive.
• Placebo branding.
Cannabis Usage • Delete the stigma of hemp products.

Medicinal
Recreational Use
Clothing
Culinary Use

Annual Income Annual Cannabis Expense

$90,500 $2,500

Preferred Brands

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Persona

Matthew Moore

AGE: 67

Demographics Goals

Gender: Male • Matthew suffers from chronic pain. (More than
Location: Los Angeles 600,000 Americans turn to cannabis for relief
Education: High School from chronic pain.)
Job: Bed & Breakfast Host
• Support local farmers

Cannabis Usage Frustrations

Medicinal • He prefers not to smoke directly. He would prefer
Recreational Use ointment treatment, as well as ingesting with food.
Clothing
Culinary Use • As a bed and breakfast host, he wants to be mindful
of his guests without the weed smell.

Annual Income Annual Cannabis Expense

$130,500 $8,500

Preferred Brands

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Persona

Clem Rey Padilla

AGE: 45

Demographics Goals

Gender: Female • Buy products locally and ethically sourced.
Location: Brooklyn, New York • Enjoying both medicinal & recreational usage.
Education: College • Transparency of cultivation.
Job: Content Creator

Cannabis Usage Frustrations

Medicinal • Advocate to free felons from cannabis related charges.
Recreational Use • Buying products at the same prices all across, due to
Clothing
Culinary Use varying taxes.

Annual Income Annual Cannabis Expense

$63,500 $2,000

Preferred Brands

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Introducing our
Sub-Brands

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Brand Matrix

HEMP BASED ART RECREATIONAL & GARDEN SUPPLIES HEMP BASED LINENS
SUPPLIES & STATIONERY MEDICINAL CANNABIS & NURSERY & APPAREL

PAPERS SMOKABLES GARDEN ACCESSORIES HOME LINE
BRUSHES & TOOLS ACCESSORIES GROWING MATERIALS WOMENS CLOTHES
PAINTS EDIBLES SAPLINGS MENS CLOTHES
BAGS & POUCHES MEDICINAL HARVEST SUPPLIES UNISEX ACCESSORIES

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