As California’s largest cannabis delivery shifts to verticalization, Eaze sought a new positioning and brand that better reflected their new offering. “Highly Calculated Delivery” is both the tagline and positioning for Eaze’s service, branding, and campaign. The new branding pulls from the intersection of nerd culture and weed culture in an extended series of imaginative scenarios. This brand refresh is the first of a larger shift in the industry. As the market leader, Eaze understands that their objective is no longer to de-stigmatize weed for first-time smokers, but rather, to celebrate weed for those who have already become regular consumers. And now, Eaze is confidently positioning themselves as the lovable weed nerds—experts in data, delivery, and, of course, dank.