DARK HEART
ONE BRAND, TWO APPROACHES
Curaleaf was launching Dark Heart as the top of its cannabis flower portfolio: a premium-tier with “exclusive genetic crosses and rare cultivars.” I led copy executions across two creative territories, each pushing in a different direction to find the brand's voice.
Territory 1 leaned mystical and mysterious, hushed, reverent, built around the rarity of the cultivars themselves.
Territory 2 took a more masculine, timeless route with a premium scotch aesthetic, leaning into ritual, craft, and quiet authority.
CD: John Godwin/ Curaleaf
Senior copywriter: Haely White
