The Pairist

After a quiet debut during the pandemic, The Pairist, a Northern California craft cannabis label, contracted Grass to develop and implement a social strategy and expand its digital presence. With our help, the brand saw a 29% increase in followers, a 215% increase in accounts reached, and a 29% increase in engagement in the space of just three months. 

The Pairist initially sought help with its Instagram feed, but after a thorough audit we presented a comprehensive content strategy that favored long-term, direct customer engagement over short term social growth. The brand was expanding into new markets and product categories but had a limited budget for digital marketing. Taking into account budget constraints, social media restrictions, and the company’s ambitions, we developed a multi-stage, Instagram-first strategy that focused on newsletter conversions, effectively creating a channel for direct data gathering. The brand’s Instagram feed would combine stories and images from the newsletter with product shots, animated reels, and found photography to create a unique social presence with shareability at its core.

After a month of discovery, we devised a strategy aimed at “eternal explorers,” discerning, millennial social smokers who “exude creative energy and endless curiosity.” For the Pairist’s visual language, we built off graphics from Other studio and imagery from the psychedelics movement of the 1960s and 70s. Our work influenced the evolution of the brand’s graphics both in-store and on the brand’s website. 

Credits:

• Illustration, Design, Motion Graphics, and Copy: Christopher Trout (The Grass Agency)

• Photography Courtesy: The Pairist

• Identity: Other Studio