Irisa Social Overview:
Make dreams come true, create something special
Brand Defined: We find beauty in strength and nonconformity, and champion the positive representation of our consumers in all phases of womanhood. We are honest, spreading truth about finding wellness and femininity through cannabis.
Social Vision: Social media is an organic fit for Irisa’s core message and call to action: care for and express yourself. Instagram in particular is a strong channel for sharing methods of self care, moments of self-indulgence, and fearless self-expression.
66% of women who use cannabis say that they hide their usage. Our opportunity is to de-stigmatize cannabis use by women. The self-care trend is real, and women often put other’s needs ahead of their own. Let’s encourage them to show up for themselves.
Message: Love what’s inside.
Dosist, Van der Pop, Recess, Dram,
Why is Irisa better?
Irisa helps you find out exactly what you need to feel like your best self, and delivers that magical experience every time. It is transformative.
Look, Tone, and Feel:
Irisa is a distinctly feminine energy, but the modern woman is not bound by clichés and stereotypes.
Irisa photography uses strong, confident models, avoiding head-on angles and editorial angles. Our style isn’t defined by race or age, allowing any woman to be an Irisa woman.
Irisa women exude confidence, positivity, and serenity.
Diversity is a must.
Brand photos are highly influenced by color- light, bright colors come through in large blocks in images. When editing photos, opt for a saturated, filter with bright whites. whites may lean towards cool, but are generally very balanced. Much like the brand itself, images bring forth free-spirited feminism.
20% Female Editorial
Always include warning text in the end of the post when cannabis products or cannabis is being shown
Warning should be separated from captions with periods
Hashtags should be included after captions. In some cases, can be used in the sentence to highlight the campaign or word
Tone of Voice
Friendly, positive, charismatic, imaginative, idealistic, spiritual, passionate, committed.
Irisa’s tone is real, not sanitized or glamorized. We acknowldge that the cannabis space will not remain a boy’s club, and speak to its reform regularly.
We are honest, spreading truth about finding wellness and feminity through cannabis.
We are natural; sometimes unpolished, always approachable.
words we don’t use
Stoner, reefer, marijuana, dope
Words that tie us to laziness or racism as well as antiquated terms are never a good choice
Followers should feel that we:
Celebrate all the dimensions of womanhood through cannabis
Elevate cannabis beyond the couch and into the light
Support and partner with causes that are meaningful to women
Create real self-care for women on the move
Offer products and information that cater to active lifestyles, evenings after stressful days, and moments when the kids are asleep.
Understand real life - your life.
Target: Those who want to transform their lives through making better choices about what they put into their bodies.
Women, ages 21-40, HHI $85K+
List of Official Accounts