The business of recreational cannabis is just beginning. As more and more states legalize weed, demand intensifies, retail options proliferate, and the need to differentiate and get noticed becomes even more essential. Working with some of the nation’s top cultivators, we noticed a scarcity of mid-priced options for the teaming herbal lifestyle market. There’s an abundance of top-end retailers, often the pet projects of celebrities or influencers, competing with down-market brands, often hawking an identical product. The price differentiation stems more from the lifestyle branding— or lack thereof— than the actual product. Nativo is a concept that provides smart, sustainable packaging, trendy, bo-ho merch, and optimum product without the steep overhead of ‘luxury’ brands. Nativo provides an attractive lifestyle option for a discerning customer that doesn’t want to sacrifice style for substance.