Cannabis can be a confusing, intimidating space. Unknown products, inconsistent information, and thrown-together retail spaces have led many consumers to negative experiences. Figure helped 1861 Market distinguish its first cannabis retail business as an inviting, easy-to-use space that is convenient for customers and positive for the community.
Cannabis can be a confusing, intimidating space. Unknown products, inconsistent information, and thrown-together retail spaces have led many consumers to negative experiences. Figure helped 1861 Market distinguish its first cannabis retail business as an inviting, easy-to-use space that is convenient for customers and positive for the community.
Creative
The development of 1861 Market began with Figure’s exclusive branding, identity, and retail workshops. These provided an in-depth dive into the company’s values, voice, and competitive landscape. We then effectively elevated the brand above the confusion and intimidation of its competitors with a clear, consistent identity system, simple mood categorizations for products, a user-friendly, tech-first retail and ecommerce experience, and legally compliant, on-brand marketing collateral.
Services Provided
– Branding Origination
– Executive Creative Direction
– Retail and E-commerce Experience Design
– Website and In-Store Menu Screen Design
– Social Media, Email, and Marketing Collateral
– State and Local Regulation Compliance
and Standards Monitoring
– Company SOP and Employee Training Manuals
Creative
The development of 1861 Market began with Figure’s exclusive branding, identity, and retail workshops. These provided an in-depth dive into the company’s values, voice, and competitive landscape. We then effectively elevated the brand above the confusion and intimidation of its competitors with a clear, consistent identity system, simple mood categorizations for products, a user-friendly, tech-first retail and ecommerce experience, and legally compliant, on-brand marketing collateral.
Services Provided
– Branding Origination
– Executive Creative Direction
– Retail and E-commerce Experience Design
– Website and In-Store Menu Screen Design
– Social Media, Email, and Marketing Collateral
– State and Local Regulation Compliance
and Standards Monitoring
– Company SOP and Employee Training Manuals
Messaging
TAG LINE:
Simply Better Cannabis
ONE LINE DESCRIPTION:
1861 Market crafts positive cannabis experiences backed by ethically sourced products delivered with convenience and value for all.
MISSION:
1861 Market is dedicated to crafting positive cannabis experiences backed by ethically sourced products delivered with convenience and value for all.
WHO WE ARE:
1861 Market leads the New Mexico cannabis retail industry with speed, convenience, and value. We offer ethically sourced THC and enhanced CBD products in a mood-based format to simplify consumer experiences and provide trusted use. We care for our workers, our communities, our environment, and support safe, responsible consumption in our mission to provide positive cannabis experiences for all.
OUR STORY:
Cannabis can be a confusing, intimidating space. Weird strain names, different methods, inaccurate dosing, and a “one-joint-fits-all” approach led us to overwhelming and negative experiences. We founded 1861 Market on the principles of changing cannabis for the better and making the experience simpler and more positive for everyone.
We began by establishing trust and simplicity with our customers. Our products are made from New Mexico’s freshest sun-grown cannabis flower which is responsibly grown using clinical research, select genetics, and rigorous testing for trusted use. We categorize our products in four simple moods and provide friendly educational points about our products and methods to alleviate confusion. Finally, our highly-trained staff guides our customers with simplicity, speed, and convenience all while supporting safe and responsible consumption.
Whether shopping inside or using our drive-through express locations, our customers can be sure that 1861 Market is committed to providing trusted products for an exceptional positive cannabis experience. Welcome to simply better cannabis. Welcome to 1861 Market.
Identity
1861 Market wanted their identity to be upscale yet accessible, void of “stoner culture.” We incorporated solid, clutter-free shapes and modern type into the logo to convey approachability and an elevated experience. The colorway followed suit with a rich navy, gold, and white foundation and lively accent colors. Finally, the range of type weights available in Montserrat and Nunito gave us a universal typographic identity, easy availability, and web use flexibility.
Mood Branding
Cannabis strain names are confusing and intimidating to most new and recreational consumers. That’s why we helped 1861 Market categorize its products by four simple moods not strains. Feeling uplifted, creative, relaxed, or sleepy is much easier to understand for consumers than trying to figure out how OG Kush, Purple Urkle, or Cat Pee (Yikes!) will make them feel.
Each mood name, messaging, and distinct colorway was carried throughout the customer experience from retail and house brand premium product packaging to website, social media, and additional marketing collateral.
Retail Experience Design
We designed a retail space concept that was vastly different yet cleverly met full compliance with local and state laws. Our clean, welcoming experience allows both first-time and repeat customers quick access to an informed purchase. This was achieved through an integrated tech stack, data management protocols, and employee training that provided a seamless connection between staff, customers, and purchases.
Website
We built an uncluttered, informative site with room to breathe. A flow of simple decisions guides first-time and experienced users alike a to a quick and informed purchase. Branding remains consistent once the customer enters the third-party commerce platform I Heart Jane to make a purchase.
Distribution
Cannabis marketing involves rules and regulations that if not followed, can quickly have damaging financial and legal consequences. We helped 1861 Market remain compliant while establishing a branded tone throughout its marketing efforts with an active lifestyle, hyper-local neighborhood focus. Cross-promoting our neighborhood business partners, celebrating local festivals and events, exploring nature, highlighting happy pets, and hosting delicious food truck nights were a few of the ways we helped establish an approachable word-of-mouth loyalty, supplemented by email, direct mail, OOH, and social media.
Results
Minted’s business has improved 30% since the launch of the website and branding identity. New clients claim the clarity of its messaging and the website is one of the main reasons they began a consultancy relationship with Minted.