How a Science-Driven Cannabis Edible Evolved Into a Premium Wellness Brand
Heavenly Hash Edibles
Challenge
Heavenly Hash Edibles was entering a market dominated by sugary, recreational cannabis treats, products packed with artificial ingredients, GMOs, and little regard for dietary needs. Heavenly Hash Edibles bucked the system, and created an edible with real ingredients fit for any dietary need. Their edible was made for people who see cannabis as a wellness product, they needed a brand story to tell this.
Strategy
We reframed the brand around its founder, Susan Richardson; a scientist creating high-quality, carefully formulated edibles for people who needed cleaner options. The messaging emphasized purity and trust. We highlighted the THC levels and the type of hash oil used as intentional choices that allowed consumers to stay functional, active, and clear-headed. Instead of a “weekend treat,” the brand became an everyday wellness tool.
Impact
The brand shifted consumer perception from “edible as indulgence” to “edible as part of a routine.” People began to integrate Heavenly Hash into different moments of their day, after a workout, before creative work, or as a gentle support for chronic conditions. This clarity widened the audience, increased purchasing frequency, and attracted customers willing to pay a premium for high-quality, medically minded edibles.
Changing Perceptions of Cannabis Use
No 70’s clichés or Cheech and Chong stereotypes here. Susan Richardson, the founder of Heavenly Hash Edibles, comes from a science background and previously worked with brands like Pfizer. She understands how medicine works and how it can heal, and she wanted to shift the way people viewed cannabis by making it part of a reliable, daily wellness routine.
Her approach was personal and precise. Every product was handmade, carefully dosed, and crafted with the intention of giving people a healthier, more trustworthy option. Instead of the typical gummies and candy bars filling dispensary shelves, she offered cookies, truffles, and coconut bars, foods that felt intentional, nourishing, and aligned with a lifestyle.
Aligning the Brand With a Higher-End Wellness Consumer
To attract a higher-price-point audience, the packaging and story needed to reflect the lifestyle of the consumer. The mom who drops her child at ballet before heading to her own barre class isn’t looking for products tied to recreational marijuana culture. She wants something refined, trustworthy, and aligned with her wellness routine.
The packaging was designed to meet that expectation; sleek, sophisticated, and intentional. And the product delivered on that promise. Opening the package revealed a handcrafted edible, not something mass-produced in a mold. You could see the care in each piece, and the taste confirmed it. The experience, from the story to the packaging to the product; matched the elevated standard of the audience Heavenly Hash Edibles set out to serve. We were able to bring the product and the story to life for the consumer.
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