Mindful Indulgence
Founded • Brand Strategy • Product Design • Packaging Design • Web Design
Alternative Wellness • CPG
(©2022)
Challenge
90% of the brands in the cannabis market cater to "price-first" consumers. Considering we are conscious consumers who prefer quality over everything, we had a decision to make. Do we serve the mass market, knowing that we won't even consumer our own product? Or do we create something for the consumers like us— the 10% who want top quality, regardless of price?
Oklahoma's cannabis scene was absolutely flooded with brands— flower, vapes, rosin, edibles, wellness tinctures, suppositories, everything you can imagine. We had to decide which sector we wanted to enter. We considered total addressable market, our resources, the competition, and profit margins. With so many consumers being overly-picky, borderline arrogant, with their quality standards on smoke, we questioned— why do people hold such a high standard for their smoke, but not their edibles? This was the birth of Mindful Indulgence.
Approach
We decided to start a clean-label, top shelf edible brand for consumers who wanted the best ingredient and top tier cannabis inputs, owned and created by passionate medical patients like themselves. We started with niche products where we had literally NO competition— 1:1 Nano Gummies. Everyone else put their gummies in a mylar bag, which made it an easy decision for us to find something different. We neatly stacked 10 gummies into a tube and put a heady label design together. As we gained traction, we quickly expanded into solventless rosin gummies, exclusively powered by a few of Oklahoma's top rosin processors— always single source, always hard-hitting, always delicious.
Next, we released what would become our flagship product— TERP SYRP. This was a solventless nano rosin syrup made with no corn syrup, no artificial flavors or colors, and only the best nano hash rosin. While our competitors sold bottles of syrup at $10 wholesale, we proudly priced our premium products at $30-$40 wholesale per bottle. By collaborating with top rosin producers, Mindful Indulgence quickly gained the trust of high-end smokers statewide. We were the only "high-end" edible brand at the time, which was exactly our plan.
Outcome
After 3.5 years in business, our brand IP was acquired by our manufacturer. They were able to add Mindful Indulgence to their catalog of well-performing products which not only gave them additional revenue, but also additional brand loyalty. At our time of handoff, Mindful Indulgence had sold about 40,000 units over 3.5 years, totaling around $750,000 in wholesale revenue. We had grown our catalog from our original flagship product DUBBS™ (3 SKUs) to several product families with 50+ SKUs including SKUNKIEZ™, BYTZ™, TERP SYRP™, LoDoz™, DUBB SYRP™, SÜPER SYRP™ and more. We created a catalog of original flavors that we owned as well. Considering there are only a limited number of patients in Oklahoma that can purchase the product, we were very satisfied with the outcome of this project.
