Drawing inspiration from the Dutch mastery of the unconventional, Highly Dutch Organic is raw, unfiltered, and inherently weird. Their cannabis is a testament to their philosophy about good weed: cultivated through simple, effective methods that preserve its robust flavour and potency. Their focus is on quality and authenticity, which is pretty much the essence of organic growing. Their commitment to quality, potent cannabis and diverse strains and pack sizes ensures every consumer finds their weird at an accessible price. Extraordinary experiences should be the standard, not a roll of the dice.

To reflect improvements to their cultivation and production practices, Highly Dutch Organic (a BZAM Ltd. brand) needed a new look and personality. The old branding targeted “creative types” but didn’t really have a unique vibe of its own. BZAM Ltd. engaged cannabis creative agency Sister Merci to give Highly Dutch an exciting new look and feel. In 2024, the brand was relaunched as a beacon of weird.

I helped put the finishing touches on the new Highly Dutch brand book and applied the new personality and voice in copy for the website, product descriptions, social copy, contesting and in-store marketing materials. My favourite Highly Dutch project was probably the contest giving away a 72 lb wheel of Parmigiano Reggiano.