Many of our subscribers use marijuana as a way to augment their Netflix experience, so why not work with growers to cultivate strains specifically designed to enhance their favorite shows? There are two main types of cannabis: indica and sativa, along with a variety of hybrid strains. These strains have different effects on the body, which would determine what shows they pair with. Indica strains were paired with Netflix comedies to put viewers in a more chill state of mind, helping jokes land harder. Strong sativas were chosen for more dramatic series, intensifying the emotional moments by raising the viewer’s heart rate and paranoia. This led us to create The Netflix Collection, a line of 15 different strains based on Netflix Original Series, to be sold at a weekend-long pop-up at the West Hollywood dispensary owned by famed cannabis consultant, Dr. Dina.

In California, cannabis is purchased in bulk and packaged in cheap, plastic bottles from dispensaries that don’t place a lot of effort into interior design. So we needed to design the packaging, brand identity, and an entire storefront.

The bohemian chic aesthetic from the show is far from the utilitarian look of real dispensaries, but we worked with what we had. The metal security cage that holds the entrance was covered in birchwood, vintage throw rugs covered the concrete floors, and walls were wrapped in vinyl, depicting a California sunset over Humboldt County.

The showroom featured carefully knolled products in the display cases, with our Netflix strains as the focus. They were packaged in premium glass jars adorned with custom illustrations, having the full set come together to form the visual identity. Label posters were hung from the walls, while the pick-up area was fitted with a wall-sized, hand-painted menu.

Over one short weekend, we received global press coverage from entertainment verticals like Variety and Rolling Stone, traditional newspapers like the LA Times and New York Post, design blogs like The Dieline, and even the prestigious High Times magazine. Between both physical and digital impressions, an estimated 330 million people got a whiff of the Netflix Collection during our weekend launch. Hundreds of bottles were sold, and a January re-release to coincide with a second batch of episodes (and California’s legalization finally going into effect) sold out in just 48 hours with no use of paid media.