Alan Gertner, a former Google executive and son of PharmaCan Capital Chairman Lorne Gertner, operates Tokyo Smoke in Toronto. The stylish store sells coffee, clothing and cannabis accessories, but Gertner is preparing to sell cannabis itself in Washington, Oregon and California later this year under its brand. The company will be using its own product names that correlate to effects:
Instead of using the names of cannabis strains, which aren’t familiar to everyone, Tokyo Smoke structures its products around four experiences—Go, Relax, Balance, and Relief—and relates them to industries with strong cultures, like coffee and fashion.
Read Diana Budds’ “Ex-Googler’s New Venture: Turning Weed Into A Hip Lifestyle Brand”: http://www.fastcodesign.com/3055480/ex-googlers-new-venture-turning-weed-into-a-hip-lifestyle-brand