Leune's Branding Elevates Cannabis Consumption
by Rudy Sanchez on 12/14/2020 | 2 Minute Read
The decriminalization of cannabis opened up a market with an already established consumer base ready to get legally high. Some had hoped that this would provide an avenue for minority entrepreneurs to get in on the ground floor of an industry not yet dominated by those with privilege, particularly since Black and Latinos have historically borne the brunt of the War on Drugs. Those hopes have thus far been sadly dashed, as white men dominate the industry.
That did not deter Leune founder Nidhi Lucky Handa. She was motivated by the “boys club” atmosphere that had formed in the cannabis, creating a gap she could capitalize on and fill. Nidhi wanted to develop a brand tailored towards consumers that want to appreciate the plant beyond just getting high, with an aesthetic and identity as elevated as those that partake in the kind herb.
Leune’s branding is contemporary with touches of playfulness and sophistication. That complexity is analogous to cannabis and the new kind of consumer that’s likely to order their weed via an app and partakes for fun but isn’t a wellness chaser or of the frat variety. The soft hues, modern typography, and subtle color and pattern combinations tap into an overall positive vibe along with a touch of all things best coast as the upstart strives to be a California lifestyle brand.
The result is a look fitting for the third wave of cannabis consumers looking for more than just getting high, embracing an attitude shift away from the sophomoric and puerile marijuana culture that’s dominated the conversation around, and perception of, getting high.
Disposable vape pens, pods, and prerolls from Leune are available throughout California.
Dieline Media & PRINT Magazine
The GRO Agency