Chef for Higher
Music marketing director “Hawaii” Mike Salman turn his passion for cannabis into a culinary business through dinners with friends from Jazzy Jeff to Bomani Jones. In order to bring those dinners to wider communities Hawaii wanted to package his ingredients and sell them wherever it was legal.
Scope
Creative Direction
Location
New York, NY
Contributors
Jeffrey Henderson
Brief
Hawaii’s gatherings started off as Dinner is Dope, but the evolution to Chef for Higher was a much bigger idea that included packaged product and a speakeasy. The CFH logo was completed but the brand needed a cohesive connection that could be easily execute by the in-house creative staff.
Ideation
While the industry battled over legal status we worked with Hawaii to build websites and preliminary packaging for testing. The concept of products that would feel at home in your kitchen but would be distinctive enough to not get confused with other items for safety concerns was extremely important.
Execution
Premium packaging with color coding allows users to easily identify what their using while the details are intended to feel medicinal - like pharmacy in the kitchen - so no one accidentally uses the cannabis infused ingredients by mistake.
The Fly Private Social tells people that Chef for Higher will take them places.
