

We help cannabis brands, retailers, and community spaces engage with cannabis culture, ensuring they are visible in more than just retail spaces. Through brand storytelling, cannabis hospitality event curation, and cultural activation, The Bakersmen Collective connects the cannabis industry with consumer lifestyle.
The Bakersmen Collective was founded to shift how cannabis culture is seen, experienced, and understood through effective brand storytelling. Born from both industry and consumer perspectives, our work centers on the belief that cannabis hospitality belongs in everyday lifestyle, not at the margins. We exist to support businesses working toward a more normalized, equitable, and culturally grounded cannabis future.
Cannabis businesses often struggle to translate product into experience and brand into lifestyle, especially within the context of cannabis culture. We bridge that gap through effective brand storytelling. By combining retail insight, cultural storytelling, and experiential design, we help cannabis spaces and brands resonate with real people, not just markets, while embracing the essence of cannabis hospitality.
Lotta Brathwaite founded The Bakersmen Collective after transitioning from a healthcare career into the cannabis industry to address social inequities created by prohibition. With experience spanning dispensary leadership, brand collaboration, and cultural programming, her work focuses on cannabis culture, normalization, representation, and community connection. Through The Bakersmen Collective, Brathwaite combines cannabis education, brand storytelling, lifestyle storytelling, and experience design to foster an inclusive environment that resonates with current industry trends in cannabis hospitality.
The Bakersmen Collective supports cannabis businesses striving to normalize cannabis culture through intentional brand storytelling, meaningful experiences, and community-centered engagement. We collaborate with licensees and hospitality-forward operators to translate cannabis into environments and narratives that resonate with people. We don’t just market cannabis; we help it belong within the realm of cannabis hospitality.

Cannabis brands need more than just attractive packaging; they need to convey meaningful brand storytelling that resonates with consumers. We assist producers and processors in articulating their identity, voice, and lifestyle relevance, so consumers not only understand what a product is but also why it matters within the broader cannabis culture.
Our services include:
- Brand voice & messaging
- Product storytelling
- Campaign concepts
- Brand positioning
- Launch strategy
- Consumer education content in the realm of cannabis hospitality.
Cannabis culture thrives in shared spaces and social rituals. We design and curate experiences that not only normalize cannabis consumption but also foster education and community engagement through brand storytelling.
Our services include:
- Event concept & curation
- Brand activations
- Consumption-forward experiences
- Community sessions & programming
- Educational experiences
- Cultural collaborations in cannabis hospitality
Normalization happens through relationships within the cannabis culture.
We help Functional Potheads build authentic connections with the communities and consumers they serve through effective brand storytelling.
Our services include:
- Community engagement strategy
- Brand–retailer collaboration design
- Partnership development
- Culture campaigns
- Advocacy storytelling
- Consumer connection frameworks in the realm of cannabis hospitality.
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