Client
Michele Laurentius
Industry
Retail
Location
Suffern, NY
Clientele
Women, Young Smokers, Upperclass Marijuana-users
Clientele Persona
Mid to Late-20 y/o Woman, with a full-time career, who enjoys smoking but still prioritizes lifestyle and healthiness.
Vibe
Bougie, Modern, Clean, Relaxing, Luxury
Status
Branding and Conceptualizing Complete. Business Plan in progress. Sourcing funds.
Role
Branding, Business Plan Research and Writing, Product Conceptualization, Interior Design Conceptualization
Michele is young woman, a mother of two and dreamer. She dreams of owning a business she's passionate about and a career she can fully invest in. While discussing her past experience, her cosmetology license, and her desire to get a business going, we started to find surprising connections between her passions, goals, experience and emerging markets.
These three growing industries are retail smoke accessories, retail tobacco and CBD. The forefront connections between these are easy to see, especially with New York legalizing and decriminalizing recreational marijuana use. However, the quieter connections are made through the clientele. With a smoke shop geared towards women and higher end clients, it'll revolutionize the area's current market for such things.
It's also an easy-in to the massive retail cannabis market, as the first recreational dispensary just opened (end of Dec 2022) with more to come in New York State. With stores opening across the state, the demand for accessories, especially high end and trendy ones, will start to increase dramatically. Gone are the days of classic head shops sporting tacky 'rasta'- and Ricky & Morty-themed merchandise and cheap hookahs and pipes.
Establishing a refined store front online, on top of the brick-and-mortar shop, will help to increase brand recognition. This can be helpful in not only increasing revenue and brand awareness, but by being a great segue into the actual retail cannabis market in the future.
The branding below pitches an idea for "a new experience", and in a world increasingly prioritizing healthy and luxurious lifestyles, the logo, products and interior are set to match. As the concept evolved, the name was changed from Smokin Spa to Smokin' Hot Lifestyle and Wellness.
smokin' spa
a lifestyle.
an experience.
A NEW EXPERIENCE
ESTD
2022
A NEW EXPERIENCE
A NEW EXPERIENCE.
A NEW EXPERIENCE
A NEW EXPERIENCE
for the modern woman.
Concept
Slides from original concept presentation. Business name was later changed to 'Smokin' Hot'.
Interior Design
Luxury, Spa-inspired Retail Space
LET'S
WORK
TOGETHER
It's time to take your brand to the next level.
