Lowell Farms

THE PROCESS

I was recruited by Lowell Farms, which became one of the biggest cannabis brands in North America, to curate and produce their line of pre-roll products. This new brand would not only disrupt our audience's concepts of cannabis, but also create a nexus point between legacy farmers and the iconic culture of the world's largest cannabis market, California.

David Elias, the CEO and founder of the project, had a vision of creating a premium cannabis brand that could accommodate a diverse audience while also collaborating with the legacy cannabis farming community. It would be a brand that would serve and inspire everyone from new smokers to long-time activists, artists, and visionaries.

I spent two years assisting in the organic cultivation process, gathering data and researching every cannabis strain and pre-roll within our competitive set in the cannabis industry. This was a necessary step to creating context around our brand direction, and introduced me to the biggest cannabis strains dominating the California market. Eventually the sales team established offices in Los Angeles which would facilitate our creation of the Lowell Farms brand.

As our team grew within the first six months, we moved our manufacturing from Carpinteria to Nipomo, California.

I relocated to the central coast where I hired and trained the local team that would help me launch our packaged flower products and expand our brand to serve both NorCal and SoCal markets.

My focus was on building out the management team, streamlining the manufacturing process and creating a brand narrative that spoke to our core audience based on specific psychographics and buyer personas I developed.

In addition to curating pre-roll blends (based on experience) and strategy for our target audience, I also focused on developing standard operating procedures (SOP's) that would scale with our growth.

After training the next generation of leadership for Lowell Farms, I transitioned to Los Angeles to focus further on (cannabis) brand launches and experiential marketing. I returned to the farm as a Producer to facilitate Lowell Farm’s first TV commercial starring Bella Thorne and voiced by Sasha Lane.

Ultimately we were able to develop one of the most celebrated and unique products in the history of the cannabis industry.

THE RESULT

I set up and expanded the manufacturing process and launched the first of its kind cannabis pre-roll brand in California. 

‍The demand for Lowell Smokes grew exponentially within the first three months of their launch. We moved our operation to accommodate the demand we were seeing in the marketplace, and expanded our staff 3X over the first nine months. 

I was also the Creative Producer behind Lowell’s TV commercial that would ultimately compromise the company's visual and digital brand that launched to critical acclaim and fanfare.

The LA Weekly remarked that Lowell Herb Co., "...is one of the fastest-growing, most talked about cannabis brands in North America. ."

Lowell Farms was featured in:

Maxim

Forbes

LA Mag

Bloomberg

Variety

...and more.

REVIEW

Despite our high goals and abridged timeline, we created a brand that was not only celebrated for its unique visual aesthetics and narrative, but a brand that would also become a staple within the local and international cannabis communities.

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