POTLI
Cannabis (Food-based CPG) start-up venture crafting highly-functional, artisanal ingredients infused with California grown hemp & premium recreational cannabis.
featured project
Courage Over Comfort CampaignIn celebration of Asian American Pacific Islander Heritage Month, Potli amplified the voices of API creators and community organizers participating in groundbreaking initiatives in food justice, the arts, and wellness.
This mission-driven campaign was a response to the rising hate crimes against Asian Americans in the cities we call home. A call to action to educate, inspire, and spark conversation to show the vibrant AAPI community interwoven in the fabric of American culture.
I conceptualized and executed this omnichannel integrated marketing campaign from head-to-end across all channels (digital, in-store merchandising, press, influencer, social). Evangelizing the concepts to partners, owning brand operations and content production, onboarding collaborators and partners, ideating & producing original features and curating contributions for a 25-page newspaper zine ‘The Pollinator’.
Teaser campaign to the oncoming Summer 2021 Product Launch of Potli’s first ready-to-eat edible – Shrimp Chips
ZINE PROJECT
The 25-page zine was a collective effort bringing together many critical voices standing in solidarity with the Asian American community. UJIN was the Editor-in-Chief and lead writer developing the original content strategy.
Featured Articles: Alma Backyard Farms On Reclaiming Lives, Repurposing Land, and Reimagining Community
Creator Spotlight: Eiselle Ty (Designer behind Shrimp Chips packaging and cover art)
#STOPASIANHATE FUNDRAISER
As a community-wide effort, Potli raised $2500 of mutual aid funds in partnership with key retail partners and creators selling a limited drop care package. Funds were donated to non-profit partners including Alma Backyard Farms – in support of their social enterprise and urban agriculture program revitalizing food deserts into thriving green spaces & providing education for formerly incarcerated members impacted by the War On Drugs.
*PRODUCT DROP*
Shrimp Chips
This CoC campaign was the precursor to the Summer 2021 Product Launch of Potli’s first ready-to-eat edible – Shrimp Chips.
Product was released in four formats: Original (10mg THC), Extra Lit (50 mg THC), Original (10mg CBD Hemp), Extra Lit (30mg Delta-8 CBD)
Launched state-wide in recreational dispensaries (and online for respective Hemp products). Product get awarded 1st place in 2022 Emerald Cup in Savory Edibles – making Potli a two-time 1st place winner across 3 categories for 2 years.
Shrimp Chips AR Filter by @EiselleTy
Collaboration with designer Eiselle Ty to spark joy with Shrimp Chips AR Filter on Instagram. The designer behind the product packaging, exclusive merch/branding, and cover art for the Pollinator Zine. Read her interview on her creative process and collab with Potli.
Objective is to drive organic engagement on Instagram, as digital advertising for a Schedule 1 Drug is heavily restricted on all consumer-facing platforms (Google, Youtube, Facebook, Instagram). Social media strategy strongly leans on community-driven partnerships and building unique experiences with compelling content to drive growth at @getpotli.
SF Roots x potli collab
‘Protect Our Elders’ Pre-roll
Community is at the heart of everything we do at Potli.
The recreational cannabis industry demands entrepreneurs to support each other due to heavy regulation, fiscal red tape, and troublesome policies.
To ensure equity and inclusivity is a part of the foundational days of the emerging market, Potli joined forces with SF Roots to launch its first flower-based product with a speciality infused live resin with SF Roots signature strain ‘Garlic Cookies’. Proceeds from each product sold is donated to Asian Woman Alliance for #StopAsianHate initiatives in partnership with Eaze delivery app.
In Fall 2021, SF Roots x Potli collaborated on Extra Lit Shrimp Chips and officially onboarded Potli as a certified local equity brand and Asian-women owned/operated venture.
Read about the collaboration.
creator collab
Shrimp Chip AR Filter ft. Eiselle Ty
Amplify Your Chill Playlist ft. Geraldine Mae Cueva
Chawanmushi ft. Sous Weed
spotlights
recipes + interviewsThe Art of Pivoting with Chef Minh(Owner/Chef of Phenakite, LA Times #1 Restaurant Of The Year)
Summer Corn Potage Tasty Origins with Chef Wendy Zheng (Champion of 420 Chopped)
Mala Salmon Tartare with Extra Lit Shrimp ChipsA Day In The Life of Zoey IG Takeover ft. @fiveseasonstcm
Green Goddess Dip with Shrimp Chips
events
pop-up x partnershipsLingua Fresca x SoonFood Pizza Pop @ Sweetflower
A star-crossed collaboration between @linguafrescapizza x @soo_nfood – get your home-style sourdough pizzas 🍕🍅 sourced from produce from @almabackyardfarms.