Nugg Club
Building the cannabis brand that disrupted an industry.
Brief
Nugg Club is the nation’s first cannabis subscription club. We helped grow this powerhouse from startup to +10k monthly members and a thriving marketplace - featured in Forbes, Rolling Stone, Esquire, LA Times and more.
Deliverables
Branding
Design
Website
Copy
Packaging
Strategy
Results
20%
80%
YOY growth
user retention
10X
20%
social growth
web conversion
Finding product market fit.
The reality is that cannabis consumers have evolved. As stigmas fizzled and cannabis became more accepted, cannabis became a lifestyle product. However, with that consumer maturation, the industry didn’t follow. It was oversaturated with stereotypical stoner brands and riddled with user frustrations from high prices to lackluster buying experiences.
We built to solve that and brought the first subscription cannabis box to life.
Building the brand identity.
Nugg Club built a model that changed the cannabis industry. The key was building a brand to match. At face value, we were building a club for the modern cannabis user - embracing all the nuances of the modern consumption experience. From our visual design to our verbal identity, we were creating an affordable luxury brand that needed to feel playful, yet sophisticated. We set out and started building brand values, voice, and design language that harnessed this identity, complete in a 70 page Brand Book.
Playful. Human. Sophisticated. Purposeful.
Packaging
The Ask
We needed to design a box that felt premium and was eco friendly. The unboxing experience needed to feel whimsical and shareable, while fitting 5-7 products of varying sizes every month. All that, plus keep costs to a minimum of course.
The Solution
We took to the drawing board and created a new box design from the ground up. Structurally engineered from scratch, it’s made out of 80% recycled materials and soy based ink. It doubles as stash box, rolling tray, and embodies a premium experience from start to finish - all under $3 per unit.
The Unboxing
Our fun and playful copywriting acts as brand breadcrumbs from top to bottom. The premium materials and finish communicate a sense of sophisticated quality, while the voice and brand design bring it back to a playful human feel.
“Supremely aesthetically modern.”
- Esquire Magazine
“A true sense of wonderment and joyful discovery.”
-Los Angeles Times
Building the website.
The Nugg Club site oozes fun. As you scroll down the homepage, you’re brought through a journey of flowing design language, cheeky copy, and custom graphics. As you click into signup, the whole flow is custom built to communicate simply and convert.
Building a socially distanced brand activation.
When social distancing pulled everyone apart, we decided to pull everyone together. We strategized a socially distanced drive in movie for Nugg Club members. It was a simple way to feel like they could be together, even though everyone was safely in their cars. And of course, we filled the boxes with snacks.
A great brand is defined by how they handle problems.
Supply chain hit Nugg Club hard, and left them without boxes for a few weeks. In a few days, we turned around the 404 error box. We leaned into the problem and had fun with it, leaving customers delighted even though they didn’t get their usual box.
