420 FEAST

In April 2019,  we collaborated with dope dinner series Pop Cultivate to commemorate the simultaneous launch of The Grass Agency and the annual stoner holiday, 420. We wanted to play off Pop Cultivate’s playful pop art aesthetic with a Grass Agency twist that would leave a lasting impression. We engaged San Francisco-based illustrator Brad Amorosino to draw icons that reflect the euphoric journey of eating edibles. 

His increasingly trippy depictions of eyes, hands, mouths, and food, accompany a guide to dosing for first-time diners, printed on the back of the night’s menu. The dosage guide, written in collaboration with Chef Chris Yang, the founder of Pop Cultivate, is a visual representation of the advice he gives diners at the outset of each meal. We then carried the idea of a journey into euphoria over to the table settings, lighting, and swag, with surreal sculptural elements, a long astroturf runner, and “Grass” branded matches and joints for every attendee.

Credits:

• Experience & Graphic Design: The Grass Agency (Reena Karia & Christopher Trout)

• Illustrations: Brad Amorosino

• Photography: Jesse Recor

• Food & Infusions: Pop Cultivate featuring Chef Wendy Zeng & Chef Shruti Patel