Brand Tone

Modern & Sophisticated, Aspirational & Lifestyle-Oriented, Knowledgeable & Curated, Community-Focused, Direct & Uncomplicated

Brand Values

• •Quality
• •Customer Experience
• •Accessibility & Convenience
• •Education & Information
• •Modernity & Style

Best Practices

• •Develop a Comprehensive Brand Style Guide: This should include detailed descriptions of the brand voice, tone (e.g., sophisticated yet approachable, informative but not overly technical), approved terminology (and terms to avoid), and examples of on-brand copy for different platforms.
• •Prioritize "Premium" and "Curated": Consistently use language that reflects the high quality and careful selection of products. Words like "artisan," "hand-picked," "exclusive," "refined," and "exceptional" can reinforce this.
• •Balance Lifestyle with Information: While aspirational lifestyle imagery is effective, ensure copy also provides tangible information about products, effects, or the brand's unique selling propositions (e.g., specific sourcing, unique strains, club benefits).
• •Maintain a Clean and Modern Aesthetic in Text: Mirror the visual branding with clear, concise, and well-structured copy. Avoid overly casual slang or overly complex jargon unless explaining a specific concept in an educational context.
• •Engage with a Sophisticated Community Voice: When interacting on social media or through customer service, maintain the established brand tone. Respond to inquiries with professionalism and knowledge, reinforcing the image of an expert and trustworthy source. Foster the "Highway Cannabis Club" with an inclusive yet discerning tone.

Social Perception

Positive to Neutral, Recognized Player, Premium Positioning, Emerging Community

Copy Examples

• •Headline: Elevate Your Everyday. Body: Discover Highway's curated selection of premium cannabis, crafted for the discerning New Yorker. Experience the city on a new level. #HighwayNYC #PremiumCannabis
• •Headline: Beyond the Buzz. Body: At Highway, it's not just about cannabis; it's about a refined experience. Explore our collection and speak with our knowledgeable guides to find your perfect journey. Visit our [SoHo/Kips Bay/etc.] location. #CuratedCannabis #NYDispensary
• •Headline: The Art of Craft Cannabis. Body: From unique terpene profiles to artisanal edibles, Highway brings you a meticulously selected range. Quality you can taste, experiences you'll remember. Join the Highway Cannabis Club for exclusive access. #HighwayCannabisClub #NYCWellness
• •Headline: Your City. Your Sanctuary. Your Highway. Body: Unwind, explore, create. Highway offers a premium cannabis experience designed to complement your New York lifestyle. Find your moment. #NYCLife #CannabisCommunity
• •Headline: Knowledge is Power. Flavor is Everything. Body: Understanding terpenes unlocks a new dimension of cannabis appreciation. Our team is here to guide you through our diverse strains and their unique effects. What will you discover today? #TerpeneTalk #HighwayEdibles