"Unleashing Goldmine: How Robot Food's Simon Forster Crafted Dank Bakery"
Explore the musings of Simon Forster, the executive creative director of Robot Food, a brand agency unafraid to challenge convention and push strategies and designs that reposition and elevate brands. Simon, who is also a co-founder of The Others Beauty Co., has worked with diverse clients that range from progressive start-ups to global brands like Brooklyn Brewery, Tuborg, Bulk, Co-op, Vocation, and Breez within the cannabis space.
Although born in New York state and raised in London, Simon currently resides in Leeds, Yorkshire, England. As a branding expert, he has carried out fascinating work for brands like Breez and Goldmine within the cannabis industry, and he acknowledges that cannabis products' allure goes beyond consuming them to get stoned. Simon highlights the importance of edibles, citing Breez, an edibles brand that's perfect for small doses, enabling users to unwind while avoiding alcohol and its negative effects.
As a branding specialist, Simon has a keen eye for cannabis brands. His favorite brand is Breez, with its everyday, utilitarian feel that "unlocks your day," making it friendlier towards first-time users or anyone looking for an approachable, well-crafted, and high-quality product. Simon also gives a nod to Dank Bakery in Manchester, which offers an exceptional delivery service and remarkable products under the radar.
For brands, one main challenge persists - the carryover from the pre-legalization era, where the outlawed head shop vibe still permeates the category. It is up to brands to follow Breez's lead and focus on opening the category to a broader audience with more accessible aesthetics that appeal to potential customers.
Current Excitement in Cannabis Branding, Partnerships, or Marketing: Discussing a product category that was once universally outlawed is thrilling. Human beings have always had a close association with cannabis, so it's heartening to see viewpoints evolving and barriers beginning to crumble. As an agency, this is fantastic news. We have a track record of working with alcohol and beer, which is deemed appealing, but now, we are pioneering in the cannabis industry, and the work we are producing is exhilarating.
Notable Recent Project: One of the works that we are proud of is the creation of a gummies brand whose name we call Goldmine. It's a fun way of showcasing the range of product benefits - sleep, pain relief, creative energy, among others - that adults will adore. It's groundbreaking since similar concepts have been used in other categories such as craft beer. Producing something innovative that resonates with people is exhilarating.
Admired Recent Project: The Dank Bakery brand based on Instagram is one of the projects we admire. The brand delivers enticing product visuals and great video content, making it an exceptional branded experience, particularly in a country where cannabis isn't legalized.
Admired Person in Cannabis: Founder of Breez named Austin Hice is an individual we respect. He's a high-functioning cannabis user who has been working tirelessly to transform the California cannabis landscape long before it was legalized. He spearheaded the legalization process, and he continuously innovates and creates customer-focused brands and products. Other players in the industry can learn a lot from him.
Alternate Reality Career Choice: As a founder and ECD of a branding agency that has worked across various sectors, including cannabis, being directly involved in this industry is exciting. If I had more leisure time, I would be refining my surfing skills off the coast of Indonesia.
Higher Calling: In this weekly series, we interview individuals in the cannabis industry about their personal history, cannabis preferences and their thoughts about cannabis marketing's future. If you would like to know more about Higher Calling or our Clio Cannabis program, please reach out to us.
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