Offmap: Weed culture beyond your typical ‘stoner’

Cannabis is at the forefront of music, art, fashion, food, and sport—but it's only ever spoken about in the context of five-point leaves and Dude, Where's My Car?

Offmap was an offshoot from Weed.de designed to bring weed lovers and culture lovers together: a directory of activities across Germany relating to food, music, sport, fashion, and culture (and weed).

I researched a variety of events options and found competitor parallels—brands like Smorgasburg that sit outside the cannabis sector. With qualitative data from Weedmaps and Weed.de to set us straight, I wrote the brand story, manifesto, website copy, campaign headlines, and social posts. We developed a new kind of cannabis events brand, one that could compete in-sector and out of it.

Offmap will launch in Germany later this year with a host of events partners.