Tso Sonoma Archives - Green Market Report

Kaitlin DomangueKaitlin DomangueJune 11, 2020
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6min8210
Several cannabis companies aspire to be luxury brands but without the proper creative talent, the marketing can fall flat. In the traditional consumer packaged goods market, the look and feel of a luxury brand are remarkably different from a middle-market brand and that can often be attributed to the hiring of a marketing agency that specializes in luxury brands.
The cannabis industry now has its own creative agency that was launched to specifically market luxury cannabis brands. The new ETHEREAL understands the specific DNA of luxury packaging and marketing. The founders are four creatives with an extensive background in the luxury and lifestyle categories – Creative Director/Designer John Mamus, Photographer/Videographer Pablo Aguilar, Creative Director/Writer Tod Brilliant, and Managing Director Masako DiDio.
“The cannabis industry is growing at lightspeed, but it has yet to firmly establish itself in the luxury marketplace,” says John Mamus. “The opportunity is massive, and we have the passion and experience to help the most forward-thinking brands take full advantage. ETHEREAL is nimble and purpose-built for creative excellence, efficiency, and cost-effectiveness.”
Mamus founded the boutique high-end creative agency MAMUS (mamuscreative.com) in 2007. With a focus on Luxury (automotive, private jets, textiles) and now cannabis, Deep Technology (low-earth-orbit satellites, augmented reality, sovereign identity, the blockchain, and digital assets) and Retail (high-end food, cosmetics). Pablo Aguilar is an award-winning photographer/videographer. Pablo and his team have created iconic images for brands such as Adidas, Fila, Vibe, Complex Mag, Fortune, Sports Illustrated, Snoop, and many more.
Tod Brilliant is a deeply experienced writer and creative director. Over the years, he has developed projects for larger brands like Amazon, Samsung, MTV, Converse, Microsoft, and L’Oreal. Masako Didio has an extensive brand and leadership experience with brands such as Maison Dior and Burberry. She has intellectual property and management experience through her work with MAMUS CREATIVE. No stranger to the cannabis industry, Didio has also worked with Asha, TSO Sonoma, Major, and Seven Vices.
The group will be applying the techniques gained from working with some of the most recognized and successful premium brands in the consumer world. They have worked with Mercedes-Benz, BMW Motorrad, Burberry, Fortune, Adidas, FILA, Dior, Whole Foods Market, Starwood Resorts and Hotels Worldwide, ICON 4×4, Flont, and Richemont.
Luxury branding and marketing aren’t just expensive looking pictures with skinny models. It’s about creating a feeling that emotionally touches the consumer. If successful, the consumer in turn feels like they deserve such a luxury whether their income supports the purchase or not.
Beyond the image work, Ethereal is a thoroughly modern outfit that combines emerging technologies and strategic intelligence with all the usual tools of branding like visuals, brand strategy, and public relations. Beyond the image, cannabis companies are also subjected to onerous restrictions when it comes to presenting themselves to the public. Ethereal brings to its client’s compliance and regulatory insight through their work with global pharmaceutical brands such as Pfizer, Novartis, Innocoll, and Astra Zeneca.
The company’s style is already setting luxury cannabis brands apart from its peers. Some of the agency’s cannabis industry clients include House of Saka, Van Doran, Major Flower, TSO Sonoma, D’Fleur, Seven Vices, Asha and Klaus.
“Ethereal represents the opportunity to augment one-stop solutions to the often vexing cannabis language in a crisp and forthright manner. While launching Klaus Apothecaire, John Mamus is the ringmaster, conceptualizing and solving the most challenging of conundrums in real time. I couldn’t have done it without him and his team,” explained Warren Bobrow, co-founder of Klaus Apothecaire and known globally as the Cocktail Whisperer.

Devika MaskeyDevika MaskeySeptember 26, 2017
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3min42790

As the legal cannabis industry continues to evolve, luxury cannabis prepares for its time in the spotlight. Here are 5 key trends that define luxury cannabis.

  1. Quality Product – What are you putting into your body?

As more and more cannabis brands enter the market, quality of product distinguishes a luxury brand from the rest. Quality can be demonstrated through thorough testing at all stages of flower to oil resulting in a pesticide free, clean product.  This is especially apparent when creating cannabis oil from flower because levels of pesticides get concentrated in the extraction process.

Quality of hardware will also be important in distinguishing luxury. All materials that you are using to smoke, vape, or grind should be medical grade.  That means no aluminum grinders or plastic mouthpieces.

  1. Promote a Health Conscious Lifestyle

Luxury Cannabis Brands will not only be focused on creating a healthy product, but also promote the wellness lifestyle by facilitating experiences. Brands that will succeed in defining the luxury cannabis market will influence the consumer lifestyle through cannabis related experiences. Whether it is a yoga class, infused dinner party, or wellness retreat, connecting with the customer on a social and emotional level is key.

Brands that represent stewardship of the land can build a sense of local  and global community with other health conscious people. To succeed you must enter a partnership with your customer, a partnership where trust is of the utmost importance.

  1. Appeal to the broader demographic

A cannabis brand that can reach the broader population with a message of positivity and sophistication will succeed. A luxury cannabis brand will promote healthy benefits of cannabis to give the customer aspirations for a satisfying life.

  1. Account for the Female

To be considered a luxury brand, you have to take into account the female perspective. Because the female demographic has traditionally been in the shadows, this audience has been neglected marketing wise.

  1. Tap into customers emotional awareness of wellness and self-care

Time is considered my many to be a key component of luxury. Most people do not have enough of it. A luxury product can offer an overworked professional a sense of self-care or a special treat. The luxury aspect is infused in the product by offering the customers a sense of giving time for themselves.



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The Green Market Report focuses on the financial news of the rapidly growing cannabis industry. Our target approach filters out the daily noise and does a deep dive into the financial, business and economic side of the cannabis industry. Our team is cultivating the industry’s critical news into one source and providing open source insights and data analysis


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