FloraCal

Born in California and founded by two local farmers, FloraCal enlisted the help of Cresco Labs to take make their hometown brand a nationwide phenomenon. But this grassroots project needed a big time overhaul.

We established a new strategy, identified a strong consumer base, and executed a brand vision that brings craft cannabis from the coast to the whole country.

“Experienced smokers are looking for a brand that resonates with who they are and can keep up with their level of expertise.”
- Karen Duval, co-founder of FloraCal Farms

National Audience

The Sophisticated Stoner

A passionate and experienced cannabis consumer. They're discerning about quality and proud of their expertise.
Welcoming, inclusive and excited to share their knowledge with newcomers.
Respectful and caring about the integrity of cannabis as a plant. They expect the same of those farming their products.
They value craft over luxury. A “premium” product reflects the cultivation of an experience and not the shiny wrapping on it.
Constantly seeking a better cannabis experience. The pursuit of the ultimate high motivates them to try new products.

National Launch Strategy

Purpose

Provide The Sophisticated Stoner with the everlasting thrill of discovery.

Mission

Deliver a first-class cannabis experience by combining our California heritage, tailored craftsmanship, and respect for the plant.

Vision

Make every FloraCal experience a distinct and exciting adventure.

Brand Manifesto

There’s more than one way to know something. Knowledge can get passed down, handed from one person to another. It can be collected from words and numbers.

But there’s another kind. A knowledge that doesn’t arrive, but just begins. A sort of wisdom that winds through the dirt and courses through your veins.

In the middle of a moonlit night, a cannabis leaf unfurls. Listen closely and you’ll hear it. The world is asking you to know a little differently. To trust the currents and the cadence of what begins in the ground. To walk a little further into whatever wildness might be waiting.

It’s time to discover cannabis like you’ve never seen but always imagined. Our strains are spotted by expert pheno-hunters, watchfully grown in small batches, and hand-selected when they’re ready to be enjoyed. These extraordinary buds, cared for with the expert craftsmanship native to California, open new pathways towards old wisdom.