Raw Garden Social Club

The Raw Garden Social Club was created to facilitate conversations and connections with our counterparts in the Cannabis industry organically while enjoying a shared experience. The experience starts with an online learning portal that features edutainment videos and offers opportunities to engage at future events, such as tours of our farms and pop-ups. Raw Garden is a cannabis company specializing in concentrates.

At the local level, we enrich budtenders’ knowledge with our own Aroma Training Program. Similar to a sommelier program, our Aroma Training Program is designed to help budtenders learn to identify different aromas. This creates informed Budtenders who understand more about Cannabis aromas and enables them to make better-personalized recommendations to address customers’ needs, goals, and desires.

My role involved leading the creative direction of the event and designing environmental elements to create an elegant and fun experience for our guests. The marketing team and I won a Clio Award for this activation. I collaborated with Rise Wise on the visual identity of the event. The Raw Garden Social Club toured four cities in California and had over 1200 attendees, including members of the press from Rolling Stone, Vice, and Vanity Fair.

Creative Direction

Brand Strategy

Print & Digital Design

Role

Angela Cheng, VP of Marketing

Vat Tann, Director of Marketing

Peggy Sin, Marketing Manager

Credits

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.
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.
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.

The Visual Identity

The Blueprint

This rendering, created in CAD acted as the blueprint for the event. The team and I initially brainstormed which touch points would be included in the event. The idea is that each guest would visit these various touch points to gather tokens which would be exchanged prizes when collected to gamify the learning experience. These touch points included the 1940s Ford farm truck which housed the merch table, an aroma bar to create a hands-on learning experience, and a photo booth inspired by optical illusion artist, Anastasia Parmon, who creates interactive art installations.

The marketing team and I partnered with the brand agency Rise Wise to develop a visual identity for the activation that closely aligns with the Raw Garden ethos while maintaining a distinct presence. This approach ensured the events retained an authentic, non-corporate feel. For the RGSC logo, our goal was to craft a design that is both timeless and earthy, yet sophisticated. The crest symbolizes exclusivity, serving as a badge of achievement for attendees who complete the RGSC curriculum. To reinforce this, we produced enamel pins featuring the logo and awarded them to those who finished the aroma training. The color palette incorporates Raw Garden green to establish a clear connection with the parent brand, while introducing a more refined selection of colors that elevate the overall aesthetic.