writer + content strategist
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Mirth Provisions

 
 

BRAND IDENTITY

Mirth Provisions

 

Welcome to the most fun and federally illegal project of my career: Mirth Provisions. As the lead writer on this account for two years, I helped take their brand from pipe dream to nationally recognized cannabis company.

 
 
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When our client approached us with the idea for a cannabis edibles brand that offered “the smartest products on the shelf,” it was a creative’s dream come true. We started by giving their company a name that spoke to an elevated sense of joy: Mirth Provisions.

 
 

Since Mirth was one of the first brands to hit stores after Washington legalized marijuana, we reveled in the historic moment by rewriting the Bill of Rights as their brand anthem.

 
 
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Up next, we created more playful branding for Mirth's flagship product, Legal. A sparkling tonic made with real Washington fruit juice and strain-specific cannabis extract, Legal led the way for a new generation of smart edibles.

 
 
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Most cannabis brands came out of the gates with packaging littered with stoner cliches, but our team knew from personal experience that the majority of marijuana lovers are just normal people.

So we developed a brand voice for Legal that walked the line between sophisticated pot nerd, political jokester and Seth Rogen goofball. Kinda like Jon Stewart in sweatpants. Here are few examples of the label copy:

 
 

SLOW YOUR ROLL
Couch, meet butt. This delicious fusion of tangy lemon and spicy ginger is so ridiculously relaxing that you may find yourself becoming one with your furniture. Whether you’re melting into a beach blanket or parked on the sofa, prepare for many glorious hours of doing absolutely nothing.

 

WORD TO YOUR MOTHER
Mother Nature, that is. This infusion of fresh juices and cannabis extract is an awesome companion for soaking in natural beauty, whether you hike Mt. Rainier or hang out in your own backyard. Toss it in a backpack, grab a map and a friend, and spend some time with Mama.

NECTAR OF THE GODS
Behold, the gods of chilling have smiled upon you! Kick off your shoes, maybe even your pants, and float toward the heavens with this elixir of fresh cherry juice and pure cannabis extract. Pairs well with music festivals, house parties, and riding through the clouds on the back of a mythological beast.

 

COOL STORY, BRO
If THC is the psychedelic artist who blows glass in a yurt, CBD is his brainy twin brother with an advanced degree the science of feelin' good. Both found in marijuana, these two potent cannabinoids work together in our Peace Tonic to give you the euphoric buzz of THC combined with the clear-headed relaxation of CBD. It’s the best of both bros.

 
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Writing the label copy for Legal was the most fun I've ever had at work. My proudest moment of this project (and maybe my life?) was watching a CNN news anchor read my line "couch, meet butt" on air. Who let this thing go live?

 
 
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We set Legal apart further by creating a set of cards that spoke to our products, our brand, and our POV on cannabis and sent them to every shop in Washington state. My favorite cards in the deck were The High Council cards, which celebrated intelligent marijuana lovers who show that getting high isn't just for Beavis and Butthead.

 
 
 
 

Mirth was incredibly well received at launch, and continues to introduce innovative, awesome products to a market that finally seems to be catching up. If ya wanna know more, check out the press below!

 
 

 
 

Press
New York Times | High Times | Ad Age | Communication Arts | Time

Team
Creative Direction: Peter Metz
Writing + Social Strategy: Emily Jensen
Art Direction + Design: Maria Janosko, Julian Gese, Dan Ohlsen

Made at Sockeye