How Vaping Brand Roam Uses Design to Appeal to Women
The idea of "wanderlust" guided the company's design and branding.
Groovy Singh, the cofounder of Glass House Brands, builds cannabis brands, and when he looks at new markets, he doesn’t think just about products -- he thinks about who isn’t being served, and what message will win them over. As he explored the luxury vape business, he saw an opening. “There were limited options for new, female cannabis users who were looking for a higher-end experience,” he says.
Singh imagined the ideal buyer -- an independent, successful young woman “whose life revolved around traveling, exploring, and having the spirit of wanderlust.” Then he enlisted a team of designers, including creative director Hema Patel, to build Roam, which launched in November 2018. Here’s how it came together.