Despite increasing acceptance of marijuana's medicinal benefits, many commercial brands still highlight its recreational usage. Following an exploration of the burgeoning category and its socio-cultural shifts, Pearlfisher Futures uncovered an opportunity for brands to assimilate marijuana into the mainstream by positioning it as the anti-antibiotic alternative to traditional healthcare.
To bring this insight to life, we developed a theoretical brand – Allay – that provides relief from chronic stress, anxiety and pain by harnessing the power of the marijuana root in three bold product forms. A smart wristband reads the symptoms of the wearer and releases marijuana doses accordingly; an easily transportable edible oil can be added to foods at a patient’s discretion; while dissolvable oral tabs offer as-needed relief. Designed to fit intuitively into a new age consumer’s lifestyle, the products migrate the marijuana experience from recreational ritual to medical regime, purposefully challenging the complicated language of the pharmaceutical category.