As marijuana legalization continues throughout the nation, weed is turning into more and more mainstream. Nevertheless, as a lot because the stoner stereotype has advanced right into a broader label that additionally encompasses CEOs, educated millennials, and the Spicolis of the world, it nonetheless has a adverse connotation. Business leaders have shortly discovered that destigmatizing marijuana use begins with educating the general public, however Adrian Sedlin of Canndescent has found out that, as with something, it is actually all about branding.
Sedlin’s luxurious hashish firm presents premium flower alongside refined packaging that no different firm within the present market rivals. One look and I can virtually assure that you’re going to be extra inclined to spark one than ever earlier than. What Sedlin and his workforce did first was determine the ache factors of the buyer expertise and make every thing from the pressure names to the aesthetic extra approachable.
“I might describe a lot of the historic imagery related to hashish as being very countercultural,” Sedlin advised POPSUGAR. “It is lots of dangerous imagery, dangerous design. Yeah, that appeals to a sure phase, however there are tons of customers who’re uncomfortable with the acquisition expertise. It is complicated and an intimidating area, so one other drawback to consider is do you actually need to go in and purchase a pressure referred to as Alaskan Thunder F*ck?”
As an alternative of conventional pressure names like OG Kush and Inexperienced Crack, Canndescent simplified the classification system to 5 classes: Calm, Cruise, Create, Join, and Cost. Every one is designed with proprietary genetics to carry out precisely the way it’s labeled and is organically grown, cured, trimmed, and packaged in-home into childproof glass jars that embrace humidity packs to protect high quality. Sedlin stated that half of its strains are genetically developed from scratch, making them utterly distinctive to Canndescent, whereas others are similar to extra common varieties.
Whereas the rebrand is certainly friendlier, my largest concern was whether or not the 5 classes have been too broad for accuracy. For instance, what’s calm for me, will not be so calm for someone else, particularly the novice shopper who Canndescent is concentrating on. Sedlin and his staff did take this into cautious consideration when creating the product. Every bottle is labeled with the consequences to anticipate, together with prompt actions, to provide you an concept of the kind of expertise it might be extra suited to. However by no means is Canndescent claiming that its strains are one measurement matches all.
“It is imperfect as a result of you’ve got a singular biochemistry, however it’s a hell of an enchancment,” Sedlin advised us. “Something I can do to simplify it and make that consumer expertise clearer and clearer for extra customers is one thing we’ll undertake. If you’re coping with somebody who has no class expertise, all that sort of considering is truthful. And on the finish of the day, every individual at some degree has to determine how hashish hits them.”
Picture Supply: Courtesy of Canndescent
To guage whether or not or not the precise results of every pressure have been within the ballpark, I examined all of them. I smoked every of the 5 classes on 5 separate days and paired them with the expertise it was meant for. Spoiler: I am f*cking bought.
Meant use: “For a restful sleep or aid from aches and pains, soothe your self with Canndescent Calm.”
When to eat: Earlier than mattress.
Verdict: One hit of Calm and the outcomes have been prompt. I skilled instant sleepiness and full-physique rest. It felt heavy but comforting and by no means nervousness-inducing.
Meant use: “Sustain the tempo, loosen up your thoughts, and sail by means of the day with Canndescent Cruise.”
When to eat: Earlier than operating errands or beginning your day.
Verdict: Cruise is a unbelievable daytime weed. I did really feel slightly drained, however not sufficient to knock me out. I smoked this one earlier than tackling a day filled with errands, and I used to be capable of breeze via on cruise management with out burning out.
Meant use: “When it is time to paint, jam, code, weblog, or recreation, discover your muse in Canndescent Create.”
When to eat: Earlier than tackling a undertaking.
Verdict: If you should crack down on some work, really feel impressed, or just focus, this one’s for you. I smoked a pair hits of Create earlier than catching up on some work from home, and I used to be pleasantly stunned how practical I used to be. Not solely did I do laundry with laser focus, however I additionally did not discover myself struggling to assume whereas writing a publish. Weed sometimes makes my thoughts hazy and sluggish-considering, however Create provided readability and focus.
Meant use: “When it is time to snigger, exit with buddies, or get intimate, invite Canndescent Join.”
When to eat: For social conditions.
Verdict: I figured that a cocktail party can be the right state of affairs to check out a pair joints of Join. I had 5 skilled people who smoke, together with myself, to notice any variations in sociability and power, and a few of us reported being extra current and alert than we sometimes are when smoking different manufacturers. I personally discovered Hook up with be the least distinct of all 5 strains, however it was a pleasant selection for this kind of setting nonetheless.
Meant use: “To get off the sofa, take a run, or exit for the night time, energy up with Canndescent Cost.”
When to eat: Earlier than going out.
Verdict: Cost was palms down my favourite pressure of all. Ten minutes in, I used to be noticeably extra alert and energized, which is never the case for me, even with sativas. I undoubtedly did not really feel glued to the sofa, and I am glad I smoked Cost earlier than heading out to a weeknight live performance as a result of I used to be stunned to seek out myself so awake your complete night time.
General, I used to be very glad with Canndescent’s merchandise. At $60 for an eighth, that is one prime-shelf model I can justify splurging on. Its descriptions have been true to the label, based mostly on my expertise, and it jogged my memory how drastically totally different high quality weed is to the extra reasonably priced varieties I have been utilizing. The beautiful, restricted-version present field I acquired from Canndescent (pictured above) is obtainable for buy at California dispensaries for $250 and comes with an eighth of all 5 strains, matches, rolling papers, and hemp wicks for every. They’re additionally bought individually for $50 to $60 an eighth (relying on the dispensary). If you are going to buy the prepackaged model, you will obtain a glass jar together with a field of matches, a packet of premium rolling papers, and a roll of hemp wicks, as proven under.
On the finish of unpackaging my present field on Instagram Tales, I polled my followers and requested whether or not or not they’d be extra more likely to smoke weed if it was introduced on this approach. Ninety-three % responded sure. The pattern measurement was too small to truly yield vital outcomes, nevertheless it does say one thing about branding. Sedlin describes Canndescent as “attractive, refined, and easy.” Based mostly on the overwhelmingly constructive reactions from pals and coworkers — together with those that aren’t common hashish customers — and my very own firsthand expertise with Canndescent’s product, I can completely see this firm revolutionizing the business and altering the best way we strategy weed.
Picture Supply: POPSUGAR Images / Nicole Yi