Canndescent – Desert Hot Springs, CA
Canndescent believes in abundance and spreading joy through cannabis; drop an ‘n’ from their name and it translates to a glowing projection of light. Canndescent illuminates cannabis through detailed marketing, with sunny orange packaging, a luxurious smoker’s kit and consistent herb experiences. Based in Desert Hot Springs and incorporated in 2015, much of the team that started Canndescent has been active in the cannabis space since the mid-‘90s, employing over 100 people between the corporate office and production side of things.
Walking into Canndescent’s two facilities—one is a light-dep greenhouse, the other an indoor grow—it’s clear they’re unified by their technologically advanced equipment. The spaces are kept spotlessly clean. First we checked out the indoor facility, a cross between a SoHo Art Gallery and a biotech facility; close-up photos of trimmers in orange gloves and large pieces of brand art adorn the walls. In contrast, the greenhouse is a seemingly endless 25,000 square feet canopy that opens up to placid sky. Coincidentally, the greenhouse’s first-ever harvest arrived on April 20.
The company demonstrates leadership by treating the consumer as the hero. They abandoned traditional strain names, opting to instead cultivate five experiences: Calm, Cruise, Create, Connect and Charge. “We try to reconceptualize consumer experience from start to finish,” explains Adrian Sedlin, Canndescent CEO. “In our world view, strains are…unintelligible. One of the problems Canndescent attempted solving was to remove confusion and intimidation from this category.” Adrian compares Canndescent to Macintosh’s business model, which uses human analogies to make technology more accessible. “We’ve overlaid a graphic user interface on cannabis with our effects-based architecture, and, as a result, anyone can navigate our brand,” Sedlin notes. All one needs to ask is, “How do I want to feel?” Making their brand even more accessible, the company recently launched a pre-roll flight with all five of their effects—users can see which ones they prefer before committing to a larger purchase.