Willie’s Reserve
Store Within a Store Program
When cannabis was legalized in Washington and Colorado, the customer was not legally able to interact with the product on their own. The sales team came to marketing and design with the request to create a display to show the value of our brand to the retailers and customers so that they had one name in mind when it was their turn to order.
Using reclaimed wood, with installed lighting. Original poster and collateral assets and Willie Nelson record, I wanted this installation to be a beacon that attracted and inspired customers as they encounter Willie Nelson’s lifelong relationship with cannabis.
I worked closely with Project Manager, Molly Parnell to build a repeatable program.
Additional Art Direction from Michael Pomerleau.
Merchandising by Nicole Kennebeck.
Director of Marketing Elizabeth Hogan.
The program was based around three standard displays that so that we could move quickly to installation whenever one was requested.
I also designed the supporting collateral and poster describing Willie Nelson’s lifelong relationship to cannabis.
Two additional concepts were never made, but you can see their influence on the final display.
Retail Concept
These concepts are for Long Play retail stores. Using renders from an architectural vendor, I designed all graphics, signage, and decorative fixtures (aside from wooden counter, display case, and tasting table, which were designed by the architect).
You can see my Store Within Store Display featured in the Tasting Room.
For this project, I worked closely with the Chief Marketing Officer (Josh Richman), and Chief Executive Officer (Andrew Davison).
