Söze

Black-Owned. Bootstrapped. – Born in NY.

Söze defines themselves by obsessive standards, just how I like to work. Produce with precision — but designed to feel reliable, be a repeatable experience, and uncompromising at every level. Working with a small, talented and engaged team, we succeeded launched a product that is in over 156 dispensaries in NY already.

Credits

Commercial Cofounder

Jacobi Holland

Product & Operations Cofounder

Tamer Mohamed

Creative Direction | Graphic Design

Andy Vera

Challenge

How do we stand out in a saturated market that has stringent rules? Especially when the rules around showing the product on social media, posters, and warning labels on the packaging itself are highly regulated. All while understanding that the weed industry has two main groups – product driven sales, or lifestyle brands that bring the customer back every time. We were blessed with good product, and an even better understanding of the lifestyle of NYC cannabis.

Solution

Easy: highlight the grit of the city; all while keeping an elevated, elegant feel that stands out. The Söze blue is the anchor to all designs. Each strain tracks to different personality types who embody our product: the Underdogs. The Creatives. The Hustlers. The Fearless. The guiding light of the whole project was Basheer; a fundamental person of the company, who unfortunately passed away in 2023. He is honored on our packaging, our marketing material and in the Söze vision. Cannabis is the product, but resilience, family and excellence is the brand.

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