Capturing A Bygone Smoke

How do you build a brand that feels artisanal and handcrafted? Henry’s Original wanted to go vintage, but it isn’t always easy re-creating the past.

- Jason Feifer

Jenna Meister left her senior Airbnb job in 2015 and cofounded a cannabis company. Its goal: Build a premium brand that felt antique, harking back to the 1960s, when Northern Californians grew cannabis next to their vegetable gardens. “These people thought, I believe in this, and am going to do it regardless of what the government says I should or shouldn’t do,Ó Meister says. To convey that sensibility, she hired the design firm Pavement—and then obsessed over the details for nine months before her product made it to shelves. Here were some of the big decisions.

1/Name