Cannabis Culture Redefined
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.
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.
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.
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.
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.
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.
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.