TH-Cheese Was One of the Most Fun Product Launches I’ve Worked On
Of all the cannabis products I’ve helped launch, TH-Cheese was hands down one of the most fun.
From the name alone, I knew we were in for something different. It had personality, weirdness, and a ton of potential for creative direction. Since Lazy River’s logo is a moose, tying that into the packaging—along with some nods to our Massachusetts roots—felt like the right move. That mashup of character, location, and humor gave the visuals a lot of room to play.
But the real fun came in the marketing. This wasn’t just about posting pretty product photos—it was about building a vibe. We leaned into the name hard, throwing out food pairings, recipes, and stoner snack ideas that made people smile. Think cheesy burgers, infused charcuterie boards, even mock product tie-ins with condiments. The terp profile had this savory funk that made the jokes even better.
It’s rare to work on something that feels like a perfect mix of weird and on-brand—but TH-Cheese was it. From concept to rollout, it was one of those launches where everything just clicked.
