{"id":594,"date":"2017-05-02T04:48:47","date_gmt":"2017-05-02T04:48:47","guid":{"rendered":"http:\/\/jennisands.com\/home\/?post_type=portfolio&#038;p=594"},"modified":"2020-11-13T21:25:25","modified_gmt":"2020-11-13T21:25:25","slug":"old-growth-cannabis-beverage","status":"publish","type":"portfolio","link":"https:\/\/jennisands.com\/index.php\/portfolio\/old-growth-cannabis-beverage\/","title":{"rendered":"Old Growth"},"content":{"rendered":"<section class=\"wpb-content-wrapper\">[vc_row thb_full_width=&#8221;true&#8221; thb_row_padding=&#8221;true&#8221; content_placement=&#8221;middle&#8221; parallax=&#8221;content-moving-fade&#8221; css=&#8221;.vc_custom_1497226524523{background-image: url(http:\/\/jennisands.com\/home\/wp-content\/uploads\/2017\/06\/OldGrowthHero-web2.jpg?id=623) !important;background-position: center;background-repeat: no-repeat !important;background-size: contain !important;}&#8221; el_id=&#8221;top-parallax&#8221;][vc_column thb_color=&#8221;thb-light-column&#8221; enable_parallax=&#8221;true&#8221;][\/vc_column][\/vc_row][vc_row el_id=&#8221;bottom-parallax&#8221;][vc_column width=&#8221;1\/6&#8243;][\/vc_column][vc_column width=&#8221;2\/3&#8243; animation=&#8221;animation fade-in&#8221;][vc_empty_space height=&#8221;40px&#8221;][vc_column_text]\n<h2 style=\"text-align: center;\">Old Growth<\/h2>\n[\/vc_column_text][vc_empty_space height=&#8221;25px&#8221;][vc_column_text]\n<h5 style=\"text-align: center;\">An alcohol-alternative cannabis beverage that makes cannabis feel as normal as having a beer with your parents, but as inspiring as a journey into the woodland wilderness.<\/h5>\n[\/vc_column_text][vc_empty_space height=&#8221;50px&#8221;][\/vc_column][vc_column width=&#8221;1\/6&#8243;][\/vc_column][\/vc_row][vc_row][vc_column width=&#8221;1\/2&#8243; animation=&#8221;animation fade-in&#8221;]\t<div id=\"thb-image-6a4ade6392e63\" class=\"caption-style1 animation fade-in alignleft full  thb_image_link wp-caption \">\n\t  \t\t\t<div class=\"thb-image-inner size_100\">\n\t\t\t\t<img width=\"667\" height=\"1000\" src=\"https:\/\/jennisands.com\/home\/wp-content\/uploads\/2017\/06\/OldGrowth-BurningEmbers.jpg\" class=\"thb_image   attachment-full\" alt=\"\" decoding=\"async\" loading=\"lazy\" title=\"OldGrowth-BurningEmbers\" srcset=\"https:\/\/jennisands.com\/home\/wp-content\/uploads\/2017\/06\/OldGrowth-BurningEmbers.jpg 667w, https:\/\/jennisands.com\/home\/wp-content\/uploads\/2017\/06\/OldGrowth-BurningEmbers-200x300.jpg 200w\" sizes=\"(max-width: 667px) 100vw, 667px\" \/>\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t[vc_empty_space height=&#8221;50px&#8221;][\/vc_column][vc_column width=&#8221;1\/2&#8243; animation=&#8221;animation fade-in&#8221; el_id=&#8221;info-column&#8221;]\t\t\t<div class=\"portfolio-attributes\n\t\tstyle2\t\t\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"attribute\">\n\t\t\t\t\t\t<h6>Roles<\/h6>\n\t\t\t\t\t\t\t\t\t\t\t\tUser Research, Packaging, Branding, Marketing\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"attribute\">\n\t\t\t\t\t\t<h6>Collaborators<\/h6>\n\t\t\t\t\t\t\t\t\t\t\t\tBrigid Slinger, <a href=\"http:\/\/www.chrissiewhite.com\/\">Chrissie White<\/a>, <a href=\"http:\/\/coopersy.com\/\">Cooper Sinai-Yunker<\/a>\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"attribute\">\n\t\t\t\t\t\t<h6>Tools<\/h6>\n\t\t\t\t\t\t\t\t\t\t\t\tInDesign, Illustrator, Photoshop\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"attribute\">\n\t\t\t\t\t\t<h6>Timeframe<\/h6>\n\t\t\t\t\t\t\t\t\t\t\t\t5 Weeks\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t[vc_empty_space height=&#8221;25px&#8221;][vc_column_text]\n<h4>Challenge<\/h4>\n[\/vc_column_text][vc_empty_space height=&#8221;7px&#8221;][vc_column_text]How do you remove the stigma from a product that&#8217;s been taboo for most of your audience&#8217;s life? As cannabis is legalized across the country, the market faces a new challenge of overcoming consumer uncertainty, to bridge the gap between interest and purchase. Consumers in their twenties and thirties are key ambassadors for this change.[\/vc_column_text][vc_empty_space height=&#8221;25px&#8221;][vc_column_text]\n<h4>Solution<\/h4>\n[\/vc_column_text][vc_empty_space height=&#8221;7px&#8221;][vc_column_text]Through user research and shelf testing, I developed a brand that framed cannabis comfortably within the already-acceptable norm of beer consumption. By pairing the visual language of beer with aspirational brand storytelling and clear, concise instructions, I created a package that not only stood out on a shelf, but also helped first-time consumers feel confident about purchasing and consuming cannabis.[\/vc_column_text][vc_empty_space height=&#8221;50px&#8221;][\/vc_column][\/vc_row][vc_row][vc_column]\t<div id=\"thb-image-6a4ade63933f6\" class=\"caption-style1 animation fade-in center   thb_image_link wp-caption \">\n\t  \t\t\t<div class=\"thb-image-inner size_100\">\n\t\t\t\t<img width=\"1920\" height=\"1080\" src=\"https:\/\/jennisands.com\/home\/wp-content\/uploads\/2017\/06\/OldGrowth-All-1.jpg\" class=\"thb_image   attachment-full\" alt=\"\" decoding=\"async\" loading=\"lazy\" title=\"OldGrowth-All\" srcset=\"https:\/\/jennisands.com\/home\/wp-content\/uploads\/2017\/06\/OldGrowth-All-1.jpg 1920w, https:\/\/jennisands.com\/home\/wp-content\/uploads\/2017\/06\/OldGrowth-All-1-300x169.jpg 300w, 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100vw, 667px\" \/>\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t[\/vc_column][vc_column width=&#8221;1\/3&#8243;]\t<div id=\"thb-image-6a4ade6393f2e\" class=\"caption-style1 animation fade-in center full  thb_image_link wp-caption \">\n\t  \t\t\t<div class=\"thb-image-inner size_100\">\n\t\t\t\t<img width=\"667\" height=\"1000\" src=\"https:\/\/jennisands.com\/home\/wp-content\/uploads\/2017\/06\/OldGrowth-MorningMist3.jpg\" class=\"thb_image   attachment-full\" alt=\"\" decoding=\"async\" loading=\"lazy\" title=\"OldGrowth-MorningMist3\" srcset=\"https:\/\/jennisands.com\/home\/wp-content\/uploads\/2017\/06\/OldGrowth-MorningMist3.jpg 667w, https:\/\/jennisands.com\/home\/wp-content\/uploads\/2017\/06\/OldGrowth-MorningMist3-200x300.jpg 200w\" sizes=\"(max-width: 667px) 100vw, 667px\" \/>\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t[\/vc_column][\/vc_row][vc_row][vc_column][vc_empty_space height=&#8221;50px&#8221;]\t<div id=\"thb-image-6a4ade63942de\" 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https:\/\/jennisands.com\/home\/wp-content\/uploads\/2017\/06\/OldGrowth-Ad1-web-900x900.jpg 900w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/>\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t[\/vc_column][\/vc_row][vc_row][vc_column]\t<div id=\"thb-image-6a4ade6395504\" class=\"caption-style1 animation fade-in center full  thb_image_link wp-caption \">\n\t  \t\t\t<div class=\"thb-image-inner size_100\">\n\t\t\t\t<img width=\"1000\" height=\"712\" src=\"https:\/\/jennisands.com\/home\/wp-content\/uploads\/2017\/10\/Stickers1.jpg\" class=\"thb_image   attachment-full\" alt=\"\" decoding=\"async\" loading=\"lazy\" title=\"Stickers1\" srcset=\"https:\/\/jennisands.com\/home\/wp-content\/uploads\/2017\/10\/Stickers1.jpg 1000w, https:\/\/jennisands.com\/home\/wp-content\/uploads\/2017\/10\/Stickers1-300x214.jpg 300w, https:\/\/jennisands.com\/home\/wp-content\/uploads\/2017\/10\/Stickers1-768x547.jpg 768w, 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