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Electric Lettuce is a dispensary set in 1969. Neil Armstrong hasn’t walked on the moon. The Manson Family is still a harmless bunch of kooks. Nixon just got elected by “the silent majority.” The Rolling Stones still think the Hells Angels are groovy guys. The Beatles are still releasing new albums. Jimi Hendrix, Janis Joplin, and Jim Morrison are all still alive. And Dope is still illegal.

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As part of a mini-campaign for the brand launch, we created a fictional character named Ric Lettuce who was running for "high office" on the "green party" ticket, running a "grass roots" campaign for the 2016 Presidential Election. ELECT RIC LETTUCE was our core call to action.

Because stores weren't opening until 2017, this never came to fruition in a full way, but we still made some lawn signs because we liked the idea so much. He didn't win this round, but you never know—this might not be the last time you hear of Ric.

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  • Concept
  • Name
  • Brand
  • Identity
  • Interior Design

Special thanks to:

To Katie and Ben of Half Court Studio, who collaborated with us for the Editorial photoshoot.