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Cannabis Culture Redefined

Tetra is a purveyor of quality cannabis products and accessories based in Southeast Portland. From permits and space design to branding and staffing, Eris partnered with Tetra at every step of the way to curate a bright and relatable dispensary experience without the associated stigma of cannabis use.

The idea for Tetra was conceived to fill a gap in the Portland cannabis market. With an emphasis on simplicity, accessibility and normalization of cannabis consumption, the goal was to facilitate a brand experience that’s neither fussy nor stereotypically stoner-esque. Further, it was crucial for cannabis consumers of all legal ages, backgrounds and experience levels to feel comfortable in the shop. The primary sentiment behind Tetra’s messaging is that so-called cannabis culture cannot be put into a box because different people do cannabis in different ways for different reasons that complement their lifestyles.

Launching a dispensary from idea to grand opening gave Eris a unique perspective on several aspects of marketing within the cannabis space. Given the limitations on how you can market cannabis products, our combined strategy executed relevant tactics from both digital and traditional approaches. Additionally, community outreach was conducted in an effort to integrate the dispensary into the neighborhood without eliciting backlash. This multi-level plan allowed us to communicate Tetra’s brand message with sincerity while also building an organic coalition of peer-to-peer brand evangelists.

For Your Lifestyle.

Approachable Identity

Tetra's brand identity was designed to appeal to cannabis doers across categorical lines. A nod to cannabis culture in all its expressions, the branding for Tetra has a broadly diverse appeal.

Cannabis consumption has many faces, which is a huge point of emphasis for the Tetra brand. The challenge in designing an identity that casts a wide net is in doing so without being bland or forgettable. Eris created a sleek, mature and flexible logo mark that can be presented in black and white or in Tetra’s designated color palate, which is often presented as a gradient. The four colors that comprise the Tetra color palate correspond to menu categories displayed online and in the dispensary. This application of color across various experiential aspects helps to reinforce the dispensary’s bright relatability while also simplifying the process of selecting a strain.

Menu Design

Nobody wants to walk into a dispensary and become immediately overwhelmed by poor menu presentation. Evaluating your options and narrowing your selections should be an intuitive experience. That’s why Eris designed Tetra’s menus with a color-coded system that corresponds to strain type—indica, sativa, hybrid and CBD—for easy browsing. Further, we included the main effect for each menu item.

Website Design

Tetra’s website was designed to communicate the same brightness and accessibility as the interior of the dispensary. More so, it was created to tell the story of modern cannabis consumption. With its colorful layout and witty messaging, Tetra’s website kicks outdated stoner-trope narratives out of the picture while shifting focus toward the cannabis community’s diversity. Additionally, it allows site visitors to gain insights about the dispensary’s menu selection without being redirected to Leafly.

Social Media

Tetra's informative and approachable social media presence keeps the conversation going.

Tetra’s social pages were built organically with audience-specific targeting strategies. Collateral promoted through social is consistent with Tetra’s overall brand identity and reinforces lifestyle-oriented messaging. Bright colors and normalizing imagery, as well as useful information about products, deals and other announcements, make for a functional and aesthetically relevant social profile. Perhaps most importantly, social channels are well monitored so that questions, feedback and virtual high fives can be addressed in a timely manner.

Advertisements

There’s been a lot of debate over the past few years regarding the effectiveness of print and display advertisements. With smart phones and tablets becoming better integrated into every aspect of life, it’s no wonder ad dollars are all going digital. Cannabis businesses, however, are forbidden from advertising online. That’s why we decided to throw it back to the age of print with strategic local media buys and thoughtfully placed billboard advertisements.

Merchandise

Consistent with the brand’s objective to normalize cannabis consumption, Tetra’s merchandise was designed for those who don’t necessarily want to wear their pot leaf on their sleeve. With a selection that appeases both the boldly colorful and staunchly neutral, Tetra’s clothing and accessories are a great complement to the dispensary’s cannabis-consuming clientele.

An Oregon native, Dustin is a serial entrepreneur with a diverse portfolio of businesses to run. His two largest roles are as president of both DC Builders, an elite design and construction firm, and DC Structures, a construction materials company. With more than a decade of leadership and management experience, Dustin lends his expertise to Eris Creative as the head of business development. Dustin lives in Portland with his wife Ilanah, son Maxton, daughter Violet, and dogs Piper and Marley.
Dustin Gruetter
Owner
Dustin Gruetter
An Oregon native, Dustin is a serial entrepreneur with a diverse portfolio of businesses to run. His two largest roles are as president of both DC Builders, an elite design and construction firm, and DC Structures, a construction materials company. With more than a decade of leadership and management experience, Dustin lends his expertise to Eris Creative as the head of business development. Dustin lives in Portland with his wife Ilanah, son Maxton, daughter Violet, and dogs Piper and Marley.
Owner
Rick began his professional career in Hollywood reading screenplays for executives like Leonardo DiCaprio and Sid Ganis. With a joint degree in business and cinematic arts from the University of Southern California, Rick moved back to his native Oregon to co-found international, multilingual internet yellow pages startup Cybo.com.

In 2013, Rick joined nationwide design and construction firm DC Builders to revolutionize its digital marketing strategy. Inspired by their success, Rick and DC President Dustin Gruetter decided to beef up their marketing team and turn it into Eris Creative, a boutique digital marketing agency. Rick lives in the St. Johns neighborhood and enjoys hiking, fishing, and adding to his ever-growing record collection.
Rick Vranish
Marketing Director
Rick Vranish
Rick began his professional career in Hollywood reading screenplays for executives like Leonardo DiCaprio and Sid Ganis. With a joint degree in business and cinematic arts from the University of Southern California, Rick moved back to his native Oregon to co-found international, multilingual internet yellow pages startup Cybo.com.

In 2013, Rick joined nationwide design and construction firm DC Builders to revolutionize its digital marketing strategy. Inspired by their success, Rick and DC President Dustin Gruetter decided to beef up their marketing team and turn it into Eris Creative, a boutique digital marketing agency. Rick lives in the St. Johns neighborhood and enjoys hiking, fishing, and adding to his ever-growing record collection.
Marketing Director
Pat is the creative force behind Eris. A graduate of the University of Oregon art school, Pat diversified his client portfolio by working in both the Pacific Northwest and Southern California markets. Pat’s expertise spans a range of mediums.

Whether it’s focusing his attention on user interface and web design, or building brands through strong logo design and print collateral, Pat is always happy to do what he loves most: design. Pat takes great pride in his work and the relationships he builds with his clients. If Pat isn’t at his desk designing, he’s most likely out in Portland enjoying live music or a good beer with friends.
Patrick McElderry
Creative Director
Patrick McElderry
Pat is the creative force behind Eris. A graduate of the University of Oregon art school, Pat diversified his client portfolio by working in both the Pacific Northwest and Southern California markets. Pat’s expertise spans a range of mediums.

Whether it’s focusing his attention on user interface and web design, or building brands through strong logo design and print collateral, Pat is always happy to do what he loves most: design. Pat takes great pride in his work and the relationships he builds with his clients. If Pat isn’t at his desk designing, he’s most likely out in Portland enjoying live music or a good beer with friends.
Creative Director
Whitney is a savvy wordsmith with roots in student journalism. While pursuing communication studies at Portland State, she served as editor-in-chief of the university newspaper. Whitney led the editorial team to 19 state awards—including the first-place award for general excellence.

A self-proclaimed herder of kittens, Whitney applies her project management skills to keep things moving efficiently and ahead of deadline. She draws creative inspiration from a diverse resume of agency and freelance experience. Whitney loves international travel and aims to spend her free time outside whenever possible. If she isn’t hiking, biking, or striving for some zen on the yoga mat, you can probably find her wherever the good food is.
Whitney Beyer
Project Manager
Whitney Beyer
Whitney is a savvy wordsmith with roots in student journalism. While pursuing communication studies at Portland State, she served as editor-in-chief of the university newspaper. Whitney led the editorial team to 19 state awards—including the first-place award for general excellence.

A self-proclaimed herder of kittens, Whitney applies her project management skills to keep things moving efficiently and ahead of deadline. She draws creative inspiration from a diverse resume of agency and freelance experience. Whitney loves international travel and aims to spend her free time outside whenever possible. If she isn’t hiking, biking, or striving for some zen on the yoga mat, you can probably find her wherever the good food is.
Project Manager
Justin is an extremely talented photographer with more than 15 years of photography and video production experience. His eye for imagery was developed and refined while working on projects within the ski and snowboard industry. Justin has taken photos of a lot of cool things, but his favorite subject to shoot is always his family.

A football fan who roots for both the Oakland Raiders and the Oregon Ducks, Justin likes to spend his free time camping or foraging for wild mushrooms.
Justin Wiegand
Photo/Video
Justin Wiegand
Justin is an extremely talented photographer with more than 15 years of photography and video production experience. His eye for imagery was developed and refined while working on projects within the ski and snowboard industry. Justin has taken photos of a lot of cool things, but his favorite subject to shoot is always his family.

A football fan who roots for both the Oakland Raiders and the Oregon Ducks, Justin likes to spend his free time camping or foraging for wild mushrooms.
Photo/Video
Born and raised in Portland, Rikki is the Eris go-to for client satisfaction. Rikki graduated from the University of Oregon with a degree in journalism and public relations, and is particularly enthusiastic about social media strategy and execution. Rikki began her career in social media management at a Portland tech startup in 2015. Since joining the Eris team, she’s come to inhabit client management and business development roles.

Outside of work, Rikki enjoys going to concerts, rooting for the Oregon Ducks football team, and trying new restaurants. She is familiar with every sushi restaurant within a two-mile radius of both the Eris office and her house.
Rikki Ford
Account Coordinator
Rikki Ford
Born and raised in Portland, Rikki is the Eris go-to for client satisfaction. Rikki graduated from the University of Oregon with a degree in journalism and public relations, and is particularly enthusiastic about social media strategy and execution. Rikki began her career in social media management at a Portland tech startup in 2015. Since joining the Eris team, she’s come to inhabit client management and business development roles.

Outside of work, Rikki enjoys going to concerts, rooting for the Oregon Ducks football team, and trying new restaurants. She is familiar with every sushi restaurant within a two-mile radius of both the Eris office and her house.
Account Coordinator
Spencer is a diversely talented content producer whose expertise spans a variety of mediums. Born and raised in Portland, Spencer draws inspiration from the unique people and places of the rose city to tell compelling stories for clients. Since Graduating from the University of Oregon’s School of Journalism and Communication in 2014, Spencer has continued to leverage curiosity and creative interests to follow his dream of producing influential projects for interesting people.
Spencer Knowles
Marketing Coordinator
Spencer Knowles
Spencer is a diversely talented content producer whose expertise spans a variety of mediums. Born and raised in Portland, Spencer draws inspiration from the unique people and places of the rose city to tell compelling stories for clients. Since Graduating from the University of Oregon’s School of Journalism and Communication in 2014, Spencer has continued to leverage curiosity and creative interests to follow his dream of producing influential projects for interesting people.
Marketing Coordinator
Anna’s interest in the creative field began by understanding the need for good design and seeking out how to be a part of the solution. After receiving her undergraduate degree in marketing and graphic design from the University of North Georgia, she moved to Oregon to fine-tune her skills.

With professional experience spanning both marketing and design, Anna has employed her skills to build a restaurant brand, strengthen the digital user experience for market research apps, and create collateral for startup businesses. On the weekends, Anna is looking for the best cup of coffee, a new hike to discover, and creative ways to help people build their personal brands.
Anna Harkness
Designer
Anna Harkness
Anna’s interest in the creative field began by understanding the need for good design and seeking out how to be a part of the solution. After receiving her undergraduate degree in marketing and graphic design from the University of North Georgia, she moved to Oregon to fine-tune her skills.

With professional experience spanning both marketing and design, Anna has employed her skills to build a restaurant brand, strengthen the digital user experience for market research apps, and create collateral for startup businesses. On the weekends, Anna is looking for the best cup of coffee, a new hike to discover, and creative ways to help people build their personal brands.
Designer
Jill is a versatile designer who graduated from the Art Institute of Portland with a degree in web and graphic design and a minor in photography. Inspired by the Bauhaus design movement and macro photography, Jill’s skills are evident in her diverse portfolio of freelance projects. Her favorite project was a book for the San Francisco Giants that benefitted the ALS Foundation.

A Bay Area native, Jill has lived in Oregon since 2010. Her favorite activities are all outdoors, and include rock climbing, camping, and kayaking. She appreciates all shapes and sizes of French fries and wishes to travel as often as she possibly can.
Jill Sockolov
Junior Graphic Designer
Jill Sockolov
Jill is a versatile designer who graduated from the Art Institute of Portland with a degree in web and graphic design and a minor in photography. Inspired by the Bauhaus design movement and macro photography, Jill’s skills are evident in her diverse portfolio of freelance projects. Her favorite project was a book for the San Francisco Giants that benefitted the ALS Foundation.

A Bay Area native, Jill has lived in Oregon since 2010. Her favorite activities are all outdoors, and include rock climbing, camping, and kayaking. She appreciates all shapes and sizes of French fries and wishes to travel as often as she possibly can.
Junior Graphic Designer