Two women teach about different aromatics, gesturing towards a blackboard with chemical structures and descriptions of Terpinolene, Limonene, Pinene, Linalool, and B-Terpineol in a cozy wooden room.

Raw Garden Social Club

Award-Winning Experiential Campaign

The Raw Garden Social Club was a touring experiential event designed to strengthen relationships within the cannabis industry while expanding awareness of the Raw Garden brand. I led the creative direction and experiential design for the event series, developing a cohesive visual identity and immersive brand environment across four California cities.

The program combined education, community, and brand storytelling, beginning with an online learning portal featuring edutainment videos and continuing with in-person experiences including farm tours, pop-ups, and immersive industry events.

Raw Garden is a sustainable California cannabis company specializing in premium concentrates.

Creative Direction
Event Activation
Experiential Branding

Role

Impact

🏆 Clio Award–winning campaign
📍 Tour across 4 California cities
👥 1,200+ attendees & 5,000 budtenders trained

A green aura bar with the branding 'RAW GARDEN AROMA BAR' in white on the front, with various jars and bowls of fresh fruits and herbs on the counter. Behind the bar, a black menu board displays different aroma options with chemical structures and descriptions, set against a wooden wall with shelves holding plants.
A man smiling and leaning on the window frame of a vintage green truck with a 'RG Social Club' logo on the door.
Outdoor gathering space at dusk with a vintage green truck displaying merchandise, a small bar labeled 'Aroma Bar', decorative lighting, and outdoor games like a miniature golf putting area, surrounded by trees and plants.
A logo featuring a shield with leaves, flowers, and the letters RSGG, on both dark green and white backgrounds.
Color palette with five vertical strips labeled Dark Green, Raw Garden Green, Gold, and Cream, each displaying corresponding hex, RGB, and CMYK color codes.
Two people, a woman and a man, smiling and holding props in front of a decorative backdrop at an event. The woman is holding a giant fork, and the man is holding a giant spatula. The backdrop features a logo with a large 'G' and the words 'FESTIVAL CLUB'.
A man smiling and holding a tote bag with R G and a floral design, at an outdoor gathering during evening.
Two women smiling and showing peace signs with vape pens in front of a patterned wall.
Two women standing at the counter of the Raw Garden Aroma Bar, which has a green front with white text, and a blackboard behind them displaying chemical structures and descriptions of various aromatics such as Terpinolene, Limonene, Pinene, Linalool, and B-Terpineol.
A wooden table with small bowls of dried herbs and spices, some with small scoops, and a glass jar filled with pinecones, in a cozy indoor space with bookshelves and warm lighting.
A white cloth with green accents and a green emblem that has the letters R and G, along with a plant design. There is a business card that features the same emblem and the words RAW GARDEN, placed on the cloth.
Statistics about a dispensary event, including over 5000 budtenders trained, 1200+ attendees, 30 press members, 4 city tours, and over 300 dispensaries touched. Logos of media outlets like Vanity Fair, Rolling Stone, Forbes, Vice, Uproxx, Paper, GQ, and Thrillist appear at the bottom.
Bronze winner award badge with a trophy and globe icon

The Visual Identity

The marketing team and I worked with Rise Wise to create a visual identity for the activation that aligns with Raw Garden yet stands apart, preserving an authentic, non-corporate feel. The RGSC logo is timeless, earthy, and sophisticated; its crest signifies exclusivity and marks completion of the RGSC curriculum. We produced enamel pins of the logo for aroma-training graduates. The palette uses Raw Garden green plus a refined set of colors to elevate the aesthetic.

Challenge

Raw Garden wanted to deepen engagement with budtenders and industry partners, who play a key role in educating consumers and recommending cannabis products.

The experience needed to:

  • Strengthen brand relationships within the industry

  • Create a memorable in-person activation

  • Reinforce Raw Garden’s expertise in cannabis cultivation and aroma profiles

Strategy

At the center of the Social Club experience was Raw Garden’s Aroma Training Program, designed to help budtenders identify cannabis aromas in a way similar to a sommelier training program.

By combining education with immersive brand experiences, the Social Club created opportunities for meaningful connections while positioning Raw Garden as a leader in cannabis knowledge and product quality.

My Role

I led the creative direction and design of the event experience, developing visual elements that created an elegant yet playful environment for guests.

This included designing branded environments, event graphics, and visual storytelling elements that supported the program’s educational and social goals.

Outcome

The Raw Garden Social Club successfully expanded brand awareness and built strong relationships within the cannabis community. The brand activation won a Clio Award.