Cannabis Brand LOWD Aims To Have Oregonians Smoking Like A Grower
by Rudy Sanchez on 08/05/2021 | 3 Minute Read
Nestled in the Pacific Northwest, at the confluence of the Colombia and Williamette rivers, Portland is one of America’s more eclectic cities. Associated with hipsters and a vibrant counter-culture bent, Portland is also home to more strip clubs per capita in the US, a major shipping port, and companies like Nike, Intel, and creative agency Wieden+Kennedy.
Portland also makes some pretty good weed.
The lush rainforest isn’t the only source of green in the PDX, as the city has long been known for its affinity for quality bud. Let’s face it, if your town hosts an adult soapbox derby, you're likely going to produce and smoke some serious shit. That level of appreciation for exceptional herb and a celebration of PDX’s distinct culture is evident in cannabis brand LOWD.
Rather than hide behind labels like “wellness” and “functional,” the Portland-based firm proudly celebrates cannabis and its consumption. LOWD believes that cannabis culture is getting weakened by the abandonment of cannabis pioneers and legacy growers and a lack of cultural diversity, factors that might be why the cannabis industry is so full of muted pastels, safe font choices, and minimal packaging design.
LOWD steers away from blanding visually with elements of urban style and nature. LOWD’s logo is reminiscent of skateboard graphics, with jars adorned with depictions of the surrounding forests and Mt. Hood, all of which serve as backdrops to the gorgeous photography of the brand’s primo bud. The branding also reflects Portland’s subversive side, playing with pop and consumer culture tropes and iconography, such as LOWD’s recent commission and giveaway of custom Jordans, customized by Portland-based Kevin Bui. LOWD hyped the “4/20” as a one-of-one drop, a commentary of how pervasive FOMO is in street fashion, or just a pretty cool idea to help sell some weed. Either way, promotions like the Jordan 4/20s show the authenticity of LOWD’s fresh, hip, and vibrant attitude.
Lots of cannabis brands offer flower that they’ll describe as “reserve,” extra special herbs that command premium pricing. LOWD goes further with its SLAG, or Smoke Like A Grower, cannabis. SLAG, a clever and hopefully intentional play on the term “schwag,” is not only specially hand-selected cannabis from the harvest, but it's also bud that is stick-trimmed straight into UV-resistant packaging. The cannabis slow cures inside the jars, so the customer is literally the first person to touch these buds, just like the flower in a grower's personal stash.
Unapologetically owning and celebrating the notion that the best thing about growing premium cannabis is getting to smoke it, LOWD’s love of cannabis and its culture is evident throughout its branding. LOWD also celebrates its Portland roots, proudly bringing the kindest herb only possible from the kind of city that calls the Freakybuttrue Peculiarium home.
Packaging & Dielines 2: A Free Resource