After watching their “Granny Franny” battle and seek treatments for ALS, the Peckham family realized the importance of high-quality and accessible marijuana in their home state of New York. Born out of this need, Etain became the state’s first women-owned, family-owned medical marijuana company, deriving its namesake from a mythological Irish heroine and honoring the late Frances Keeffe. In anticipation of recreational cannabis legalization in New York State, 50,000feet and Etain collaborated to translate the company vision into a fresh chapter as a wellness brand, expanding its role beyond a clinical offering.
The full logo conveys a sense of joy, expressing the uplifting and vibrant qualities of the brand. The re-designed logo—whether interpreted as a flower, sun, leaves or droplets of oil—symbolizes transformation through daily moments.
With a vibrant and values-oriented story to attract a wellness-driven consumer audience, 50,000feet and Etain beautifully elevated everyday cannabis use. The brand tagline “Take a moment with Etain” embodies a spirit and belief that reminds customers to enjoy a fuller lifestyle when investing in their health and well-being with Etain products.
In tandem with establishing the brand, 50,000feet launched a consumer-focused website to set the tone for Etain’s new flagship store in Midtown Manhattan and its positioning in the thriving wellness space.