Stoke.life

Designing a smoking experience for the new generation of cannabis consumers.

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Contents:

  1. Background

  2. The Problem

  3. Design Approach

  4. The Product

Background

To say that Cannabis is having a moment would be an understatement. The so called “Green Rush” is the culmination of years of activism against the failed War on Drugs, stigma, and stereotypes. Cannabis has been fully legalized for recreational use in nine states, and another 30 have legalized medical use. According to ArcView Market Research the Cannabis industry will generate $24.5B annually in sales by the year 2021, with a compounded annual growth rate of 28%. More and more Americans have positive views on legalization, with 64% supporting complete legalization.

Meanwhile the faces of Cannabis use are changing as quickly as the laws surrounding the drug. Nationally, 58.3% of Cannabis users are women, 40.7% are between the ages of 21-35, and 44.2% earn more than $56,000 per year. (2017 Cannabis Consumer Report) California, which legalized recreational use on January 1st, 2018, is the best case study that exists for the culture that will emerge with widespread legalization. In California specifically, 53% of cannabis consumers report having full time employment, and 43% participate in outdoor activity at least once a week, while 40% report going to the gym at least once per week. (BDS Analytics Survey)

As a whole, the market for cannabis is becoming more affluent, educated, and female. The stereotype of the couch locked stoner is quickly eroding and being replaced by an understanding that its possible to life a healthy, happy, and productive life while responsibly enjoying Cannabis.

The Problem

The market for accessories, especially waterpipes, hasn’t caught up to the changing tastes of consumer’s who increasingly don’t associate with the stoner stereotypes that defined the aesthetic of prohibition. (Sparks & Honey: Rebranding Marijuana)

Examples of the imagery that previously dominated the Cannabis accessories market.

Examples of the imagery that previously dominated the Cannabis accessories market.

Further research and interviews (n=34) with the target market; affluent urban millennials, revealed several other pain points specifically centered around the use of waterpipes.

  1. Waterpipes aren’t portable so they are often left at home.

  2. Waterpipes are difficult to clean.

  3. Waterpipes are prone to frequent breakage since they are often made out of glass.