As Artet’s one and only writer, I’m in charge of any and all consumer-facing copy. By default, I’m also the guardian of their brand voice.

It’s not hard to make botanical beverages in beautiful bottles sound appealing, but convincing consumers to change how they drink takes some doing. Artet doesn’t just sell liquid, they sell a new approach to socializing. The challenge is to craft communications that make their brand shine and encourage a paradigm shift all at once.

I rewrote Artet’s website, and took the opportunity to establish a brand vocabulary. I made sure that messaging was concise and consistent in every corner of their digital universe, and did my best to smuggle a proof of concept into every line of copy. I wanted cannabis aperitifs to feel elegant and intuitive by the time visitors left the site. Click the thumbnails above to see how I did.

I built a blog called The Cannabis Codex and filled it with articles. I worked closely with Artet’s graphic designers to create A Begginner’s Guide to High Spirits, a miniature magazine that’s given to first time buyers at point of purchase. People have lots of questions about cannabis beverages. Every one of those questions is an opportunity for Artet to point curious drinkers in their direction. Click the thumbnails above to explore some of the educational content I created.

When I’m not running the newsletter, updating the content calendar, or coming up with campaigns, I’m crafting social copy, sales sheets, tasting notes, in-store promotional materials, and one-pagers for budtenders. You can find some of my day-to-day work above.

If Artet’s going to become a bar cart staple, they’ll need to convince consumers that their cannabis beverages are the future, and that the future is bright. Put as simply as possible, that’s my job. To get a feel for the brand and read more of my copy, check out Artet on Instagram. Until then, keep your spirits high.