Roamad Creative · Brand Strategy Sprint · Deliverable v1
Brick — the hash vape designed to be lost and bought again.
A live-rosin hash vape disposable built for the urban buyer who actually moves through a city — commuting, walking, in pockets, on subways, lost between meetings. Loud product, loud packaging, loud retail. Made for the buyer who never loses an Off-White hoodie quietly.
01 · Executive summary
One sentence: Brick is hash, in a brick, for the buyer who rides the train with it.
Brick is a live-rosin hash vape disposable built around three product commitments: (1) only solventless hash inside — never distillate, never cut, never “flavor-enhanced;” (2) a sharp rectangular brick-proportion form factor designed to disappear into a pocket; and (3) a $42 price point that makes losing one on the subway a forgivable Tuesday instead of a tragedy. The brand register is utilitarian-streetwear: Carhartt WIP meets NYC subway signage meets Off-White industrial graphics.
The product is built for movement. The brand is built for the buyer who moves with it.
02 · The category gap
The vape category sells distillate. The buyer who knows wants hash.
Most disposable vape brands run on distillate cut with synthetic terpenes, sold at a $30–50 price point with packaging that ranges from tech-startup-clean to dispensary-shelf-loud. The category leader (Stiiizy) sells huge volume on a clean-design proposition without explicitly being about the input quality. Meanwhile, the buyer who has graduated to caring about input — the buyer who already buys solventless hash by the gram from a craft hash lab, who follows hashmakers on Instagram, who knows what cold-cure means — has almost no portable option that respects what they care about.
Brick exists for that buyer. Live rosin inside. Disposable form factor. Replaceable price point. The product is designed to live in the pocket of someone who would otherwise be carrying a 510-thread battery and a $90 rosin cart and being precious about losing it.
The gap, stated plainly
Premium solventless concentrate exists in glass jars. Mass-market disposable vapes exist in plastic. Almost no one has packaged solventless concentrate in a disposable form factor at a price the buyer can replace without flinching. Brick is that product.
03 · Positioning statement
Where Brick stands.
For the urban buyer who already cares what’s inside the vape, Brick is the live-rosin hash disposable engineered to be carried, used, and replaced — not curated.
Positioning statement v1 · locked
The position decoded
| Element | Meaning |
|---|---|
| The urban buyer who already cares what’s inside | Self-selecting audience. Knows the difference between distillate and live rosin. Buys hash by the gram at $80+. |
| The live-rosin hash disposable | Product spine. Solventless live rosin only. Single-strain per device. Ceramic heating element. No additives, no synthetic terpenes, no MCT oil. |
| Engineered to be carried | Form factor is the brand. Sharp brick rectangle, half-inch thick, three inches tall. Fits in a coin pocket. Disappears in a hoodie. |
| Used and replaced | $42 price point is deliberate. Three-day battery, one-gram fill, designed for two-week service life. Lose one, buy another, no flinching. |
| Not curated | The opposite of the heady-glass / live-rosin-collector model. Brick is for the buyer who already collects but wants something they can actually carry to the bar. |
04 · Audience
Who Brick is for.
Primary — The Hash Commuter
24–38. Urban. Already a hash buyer. Just doesn’t want to baby it.
Lives in NYC, LA, SF, Chicago, Toronto, or Mexico City. Already buys $80+/g live rosin at a curated shop. Owns a dab rig at home. Carries a 510-thread battery and a rosin cart to work but is constantly worried about losing the cart. Brick is what they actually want: same hash, in something they can drop on a sidewalk without grieving.
- Buys 2–4 Brick disposables per month
- Carries one daily, replaces when battery runs out or it goes missing
- Stacks the empty cardboard boxes on a shelf as decor
- Owns the brand sticker pack and uses it on the laptop
Secondary — The Streetwear Crossover
20–30. Cares about brand register first, product details second.
Buys Brick because it looks correct sitting on the counter next to a Carhartt beanie and a wallet. Doesn’t know what cold-cure means but knows Brick looks like a brand they want to be seen with. Will get there on the product education through the brand, not before.
- Discovers Brick via Instagram or in-store visual
- Buys once, then again because they liked the experience
- Will pay $42 without negotiating because it’s on-register
- Recommends to a roommate by showing them the package
Who Brick is not for
The collector who wants to baby a $120 limited-release rosin cart. The medical-card patient who needs CBD-dominant formulations. The price-driven daily smoker shopping the bottom of the menu. The brand discourages all three of these from Brick gracefully.
05 · Competitive frame
How Brick sits against the field.
| Brand type | Their model | Where Brick differs |
|---|---|---|
| Distillate disposable leaders (Stiiizy, Raw Garden, Jeeter) | Mass-market volume, distillate with synthetic terps, $30–50 price band, clean tech-startup aesthetic. | Different input entirely. Brick refuses distillate. Same price band, completely different product category inside the same form factor. |
| Premium live-resin / live-rosin carts (710 Labs, Lemonnade) | $80–120 carts requiring a separate battery. Treated as collectible. Streetwear-adjacent branding. | Brick is the disposable form factor of the same product tier. Half the price point. Built to replace, not collect. |
| Streetwear-aesthetic vape brands (Cookies, Lemonnade) | Strong cultural identity, often varying product quality, hype-drop release cadence. | Brick borrows the visual register but commits to live rosin only. Streetwear discipline + concentrate purity. |
06 · Brand promise & pillars
What Brick promises.
Brand promise
Hash inside. Brick outside. Replace, don’t mourn.
Pillar 01
Hash inside
Only solventless live rosin. Sourced from licensed California hash labs under contract. Never distillate. Never synthetic terps. Never MCT oil cut. The COA on every device confirms.
Pillar 02
Brick outside
Sharp rectangular brick-proportion form factor. Matte carbon black anodized aluminum. Disappears in a pocket. Survives a sidewalk drop from waist height.
Pillar 03
Replace, don’t mourn
$42 price point. Designed for two-week service life. Lose one on the train, buy another at the bodega. No collector mentality. No precious behavior. Hash is for using.
07 · Naming rationale
Why Brick.
“Brick” carries two meanings at once. First: the historical hashish form factor — compressed kilo-bricks of Moroccan or Lebanese hash, smuggled and traded as physical bricks since the 1960s. The word has cannabis depth that nothing else in the category claims. Second: the urban concrete reference. A brick is the unit of city construction, of the corner store, of the building you stand against on the sidewalk while you smoke. Brick is the material of the city.
The name brings the product (hash) and the buyer’s environment (city) into one four-letter mark. Set in Bebas Neue Black caps in safety orange on matte black, the wordmark reads at distance through a storefront window. That’s the test it passes.
Names considered
| Name | Strength | Why not chosen |
|---|---|---|
| Brick | Hash double-meaning + urban concrete reference. Four letters. Sharp consonants. Sets brutally well in condensed bold sans. | Chosen. |
| Curb | Urban reference, single syllable. | No hash double-meaning. Lacks the depth Brick carries. |
| Bodega | NYC corner-store reference. | Already a real cannabis brand (Bodega Cannabis). |
| Block | Urban reference, sharp. | Generic. Used widely across categories. |
| Carry | Names what the product does. | Too descriptive. Lacks the punch. |
URL: brickvape.co (primary), brick.shop (secondary). Trademarks: filed in Class 34 (smoking articles) and Class 5 (cannabis) in CA, NY, IL, NV, MA, AZ. Defensive check required: "Brick" is a common English word with substantial prior art across categories. Trademark counsel should clear cannabis-class and vape-hardware-class registration before launch; the lockup with the safety-orange rule may carry the actual protection.
08 · Voice & tone
How Brick speaks.
Brick’s voice is borrowed from three sources the audience already knows: an Off-White product care card, a Carhartt WIP catalog spec line, and an NYC subway service notice. The voice is blunt, declarative, and low on adjectives. Short clipped sentences. Caps where they hit hard. Mono spacing for product specs.
| Context | Do | Don’t |
|---|---|---|
| Pack front | BRICK · HASH 01 · SATIVA · LIVE ROSIN · 1g | Premium exotic gas live rosin hash vape! Limited drop! |
| Website hero | Hash. In a brick. For the train. | Discover the most innovative hash vape experience. |
| Drop email | DROP 04 lands Thursday. Two SKUs added. | You won’t believe what’s coming next week! |
| Lost & replace | Lost it. Bought another. Tuesday continues. | Don’t lose your premium investment piece. |
| Stockist outreach | Brick supplies 84 California retailers. We add ten per quarter. Reply for the wholesale brief. | We’re excited to disrupt the vape space with our best-in-class disposable! |
Banned vocabulary
premium (as adjective), exotic, exclusive, journey, vibes, lit, elevate, unlock, disrupt, innovate, best-in-class, top-shelf, fire, gas, dank, terps, ultimate, must-have, drop alert. If a phrase wouldn’t fit on a 2-inch subway service-change sticker, it doesn’t belong on Brick.
09 · Product architecture
The product, spec by spec.
| Element | Spec |
|---|---|
| Form factor | Rectangular brick · 3.0″ tall × 0.5″ thick × 0.6″ wide. Sharp 90-degree edges. Matte carbon black anodized aluminum. |
| Fill | 1g standard. 100% live rosin. Single-strain per device. Sourced from licensed California hash labs under contract. |
| Heating | Ceramic heating element. Two heat modes (low / standard). No combustion. Pre-heat 8 seconds on low, 4 on standard. |
| Battery | 380mAh, USB-C charging. Designed for two-week service life under typical use. Pass-through charging supported. |
| Price | $42 retail. Replace-don’t-mourn price point. No premium-tier SKUs. |
| Packaging | Matte black rigid cardboard box. Safety-orange wordmark + caution-stripe pattern on short edge. Box doubles as a desk-shelf stand for the empty device. |
10 · Drops program
Quarterly drops.
Brick ships product on a quarterly Drop rhythm. Each Drop is a numbered seasonal release containing the current rotation of strain SKUs. The release schedule is published in advance on the website and the app.
What a Drop contains
- Brick 01 — Sativa. Daytime profile. Lemon-pinene or limonene-forward live rosin. Single-strain.
- Brick 02 — Indica. Evening profile. Myrcene or linalool-forward. Single-strain.
- Brick 03 — Hybrid. Balanced. Caryophyllene-forward. Single-strain.
- Brick 04 — Hash Lab Edition. Quarterly collab with a different licensed CA hash lab. 600 units cap. Numbered.
- Brick 05 — CBD-dominant. Standing SKU. 1:1 THC:CBD or 1:20 ratio depending on Drop.
- Brick 06 — THCV daytime. Limited per Drop. Energizing profile.
The Drop numbering is the brand calendar. Drop 04 is Q2 2026. Drop 05 lands Thursday in July 2026.
11 · Brand brief for visual identity
The visual identity that this strategy requires.
Reference points
- NYC subway signage system (Helvetica Bold, safety colors)
- Carhartt WIP catalog typography and grid
- Off-White industrial graphics (caution stripes, quote marks, monospace IDs)
- A.P.C. minimalist product photography
- Construction-site warning signage
Anti-references
- Cannabis-leaf iconography in any form
- Smoke / vapor / fire in product photography
- Stoner-lifestyle / dabber-rig imagery
- Friendly tech-startup aesthetic (rounded corners, gradients)
- Glossy product finishes, holographic foils
- Mascot illustrations of any kind
Required system elements
- Wordmark. BRICK set in Bebas Neue Black ultra-condensed all-caps. Safety orange on matte black; matte black on safety orange. A thick orange rule sits beneath the wordmark on every artifact.
- Palette. Carbon black #0F0F0F. Concrete grey #6B6B6B. Safety orange #FF6B00 as the only accent. Caution yellow #FFD400 used only in the diagonal-stripe pattern texture, never as a fill color.
- Typography. Bebas Neue for wordmark + display. Inter for body. JetBrains Mono for product specs, Drop numbers, lot identifiers.
- Caution-stripe pattern. 45-degree diagonal stripes in black + caution yellow. Used as edge treatment on packaging, as a section divider in print, as a hover-state in web. Never as background fill.
- Photography. Documentary-urban. Product shots against concrete, brick walls, subway tile. Hands holding product (no faces unprompted). Flat-lay kits showing the product alongside urban accessories (wallet, keys, metrocard).
- Packaging. Rigid matte black cardboard. Sharp corners, no rounded edges. Safety-orange wordmark, white monospace specs, caution-stripe pattern on one short edge.
- Stickers. Brick releases a sticker pack with every Drop. Stickers carry the wordmark and become guerrilla brand markers in the city — on laptops, water bottles, lampposts.
12 · Next steps
What comes after this Sprint.
| Phase | Engagement | Timeline | Investment |
|---|---|---|---|
| 02 | Visual Identity System (wordmark, palette, type, packaging system, sticker pack, guidelines) | 5 weeks | $14,000 |
| 03 | Hardware industrial design + packaging engineering (device finish, box construction) | 10 weeks | $48,000 |
| 04 | Web build + iOS app (Next.js, Drop reservation, stockist locator) | 8 weeks | $32,000 |
| 05 | Drop campaign system + retail point-of-sale collateral | 4 weeks | $11,000 |
If a surface, a sticker, or a Drop email doesn’t pass the test of hash inside · brick outside · replace, don’t mourn, it isn’t Brick yet.