Your personal attaché for living well

In the early days of cannabis legalization, there was a flood of products coming from mostly fly-by-night companies with little to no brand or marketing experience, who in their race to market, were leaning heavily into stereotypical adolescent weed aesthetics and positioning. There was a huge opportunity to create a product that dodged the tropes of sexy nurses or evil leprechauns and came across as cheerful, healthy, sophisticated, and fun. 51 Eggs partnered with Botanica to create Moxey’s Mints, a collection of products that flipped the script on marijuana marketing and focused on casual microdosing and enhancing specific “mood states.”

Our strategy was based on the understanding that not all cannabis users were the stereotypical stoner. That people, especially newcomers to the cannabis space, were looking for reliable, predictable, reputable products that didn’t feel illicit or like back-room scores from the old days, and that they thought could fit into a more contemporary and adult lifestyle.

As a response, we developed the visual and verbal identities, packaging system, brand guidelines, and subsequent marketing materials. The resulting brand world and character are those of a personal attaché who, with a jaunty step and a wink in his eye, tailors your experience and enhances your mood. Since the brand’s launch, Moxey’s has expanded into multiple states and become one of the top-selling and most recognized edibles in the country.