A new cannabis brand requested we create a brand with Mexican influence to cater to a new demographic through branding, traditional media and an online social presence.
Pistola was born out of a desire to be the first-to-market in Nevada with an authentic Mexican-inspired brand that paid homage to stories and figures from Mexican heritage. The result was an illustration heavy design that drew from the Mexican culture’s fascination and celebration with “Death” when it comes to family members (death as a physical character manifestation).
Put the Story in Motion
Phase one of launching Viva La Pistola was to create a brand story of a family of skeletons that rose from the dead on Dia de los Muertos to grow on their abuelo’s (grandfather’s) cannabis farm. The next phase launched the story of what led to the decision for the launch and social strategy to be hand-drawn illustrations. Modern typography in juxtaposition with the traditional illustrations were implemented to make the brand more current and millennial focused.
The final phase was to launch the social strategy to follow a linear story of the Pistola family with each hand-drawn post frequently drawing from pop culture and current events. Each hand-drawn graphic took time and required strong attention to detail to create the feel and vibe of the brand.
Meet The Pistola Family
Taking the story of The Pistola family to an organic social strategy, each illustration is strategically crafted to take a look into the day-to-day life of the family and showcase their unique, quirky personalities. From Tio, the crazy chaos causing Uncle, to Papa, the “humerus” purveyor of puns, followers can connect with the skeletons from around the block. We used highly-creative versions of copy to accompany each individual illustration.
Increased engagement throughout the year by 67%
Increased positive brand social sentiment for the parent brand by 79%.
Established a loyal fan base within the first few months of launch.
Created buzz about the brand at local dispensaries all-over the Nevada market.
The brand became a top 3 seller in its product category in four in-store locations within 90 days of launch.
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