(Toast is one of the companies featured in The Power of a Brand: Lessons From 20 Top Cannabis Companies, in the June issue of mg Magazine.)
Toast set out to create a brand consumers would embrace in both social and wellness situations. During development, co-founder and Chief Executive Officer Punit Seth and his team focused on the concepts integrity, beauty, sociability, and accessibility. Packaging, they decided, would be crucial, since the look and feel of the product would do most of the marketing for them, at least initially.
Creative Director Gabrielle Rein found design inspiration in Prohibition and the Art Deco style of the 1920s. The elegant pre-rolls box is recyclable, high-quality paperboard with gold-foil details and a magnetic closure. The pre-rolls themselves, referred to as “slices” for market differentiation, bear a gold-foil logo.
The company has expanded its branding efforts with social justice initiatives. “We are well aware of the history of social injustice stemming from the prohibition of cannabis,” Seth said. “Our goal of elevating cannabis also means elevating our local communities.”