Food writer Marcia Gagliardi, aka the “tablehopper”, has a loyal fan base of over 18,000 email subscribers. Since 2006, through her weekly newsletter, articles, and books, she has shared delicious and exciting dining trends with readers in SF and NY.
Following the end of cannabis prohibition, Marcia rediscovered microdosing, the practice of consuming very small, controlled doses of the active ingredients in cannabis. When she shared her experiences (better sleep, relief from anxiety, heightened perception and creativity) on tablehopper, the response from her readership was enthusiastic. Marcia saw an opportunity to share her experiences with people who are canna-curious, and the idea for creating a “fun younger sister” brand was born.
A colorful collaboration
Marcia engaged us to create a full brand identity for mymilligram, including the logo, icon, and visual system, as well as the website and newsletter.
Capturing and capitalizing on Marcia’s vibrant personality was a key factor for us as we developed the brand identity. There’s her playfulness, her organic vision, and her sexy feminine strength. Other descriptors included colorful, humorous, inclusive, and dreamy. We were also challenged to create a visual identity that would stand out in the pervasive pastel-washed, cannabis-for-women market.
Marcia was fully open and engaged, and we loved hanging out with her at meetings. Our high-energy collaboration—driven in part by a short timeline and small budget—included a collaborative moodboard and a studio-wide sketching jam session. With these tools, we were able to quickly ascertain Marcia’s tastes and present her with on-target options for mymilligram’s website and weekly newsletter.
Marcia loved the brightly colored 1980’s disco theme, and mymilligram launched in April 2018.
Capturing and capitalizing on Marcia’s vibrant personality was a key factor for us as we developed the brand identity.