West coast rapper and weed legend Berner went from spitting on tracks with other California weed rap icons like Snoop Dogg, Wiz Khalifa, and B-Real to founding one of the world’s biggest cannabis brands and retail spaces, Cookies. Now, the rapper-turned-entrepreneur has his sights set on developing the best cannabis rolling papers that a stoner could ever long for. Developed over a three-year process, Berner “put a lot of shit in my lungs to find the right paper.” That dedication shows with his newly released VIBES.
Available in four varieties — including Organic Hemp, Hemp, Ultra-Thin, and Rice — VIBES presents different rolling papers geared towards specific needs. That level of care and attention to detail ensures your joint comes out a bit better than it would with your standard zags.
“It just compliments the herb,” Berner says, “and that’s what our whole mission is. We want to make the ultimate experience when it comes to blazing. We took our time to find the right resources, to find the right materials, to find the right paper… it’s stuff not in the market.”
You might not think all that’s totally necessary, and if you’re a casual smoker you’re unlikely to notice a major difference in the experience. But if your preferred smoking method is the classic joint, you’re going to want that fine attention to detail. I’ve tried out both the Rice and Organic Hemp VIBE papers and the Rice has quickly become my go-to, anytime I’m rolling a joint. I don’t use a roller, I grind up my weed and roll it myself and the texture of the Rice VIBE keeps the stickiest weed from becoming a hassle to roll. It’s a hack I didn’t know I needed!
This week, I linked up with Berner to talk about VIBES’ new products, how bud-tending has changed for the worse, and his secrets to rolling a perfect joint.
Cookies
Why do we need a better rolling paper at all?
I’ve been smoking cannabis for over 22 years, maybe as long as 25 years. In that time, people like Raw came to the table and brought quality rolling papers and educated the market on the difference between materials in the paper, what makes paper special, and what compliments the flavor of herb. All that time, being a connoisseur, understanding what was in the market gave me a chance to understand what wasn’t in the market.
When we came out with the Ultra-Thin VIBES and now with the Organic Hemp VIBES, that quality of paper is just next level. How thin it is, how clean it is, how pure it is. We took our time to find the right resources, to find the right materials, to find the right paper, and also come up with some innovative SKUs like the Cubano; the Cali, which we are dropping soon — it’s stuff not in the market and that’s what we’re working focusing on right now.
What makes a rolling paper perfect?
My thinking is it all starts with what you’re smoking. What makes a perfect paper to me is pairing it with the perfect herb. Certain bud I’ll get that’s extremely flavorful, it’s perfectly cured, I’ll put it in a Hemp VIBE knowing it’s not tough to roll. That’s the biggest thing, how is your rolling experience going to be? That’s why we have our different SKUs.
For instance, our rice paper is for that stickier, thicker, crazier herb that’s just gonna be a problematic roll. The paper is just a little thicker, it burns a little better with a stickier bud. And Ultra-Thin and the Organic Hemp is perfect for that connoisseur head sesh that you tuck away and hide for yourself. For me, it’s all about pairing.
COOKIES
I know you have your history as a Bay Area bud tender. Has bud tending changed for the better or worse? These days there is a lot less interaction because of prepackaged products.
For the most part, it’s changed for the worse — because everything is on a screen. You wait in line, you look on a menu, and pick what you want. But at the Cookies store we tried to implement some of that old school 215 vibe, that’s why when you come into our stores you have a dedicated budtender that sits with you through the whole experience, helps you look at things, that’s why we have the jars on top of the table, we’ve designed those custom for you to pick up and smell the bud and look at it. Fully transparent, not like some of those square jars out there.
When you’re done with the experience they send you to the cashier, and the cashier’s sole purpose is to ring you up, but that personal experience with the budtender, we try and keep that there. And its cool to be able to implement that in all our stores around the world because we don’t want that shit to go away.
As a budtender, you use to be able to open up a jar, let people smell it, even give them a bong hit if they weren’t sure they wanted to buy it and that’s missing big time. It’s changed for the worse but we’re trying to keep that vibe alive.
Walk us through the steps for how to roll the perfect joint
First step is you need the best bud possible. You need something you like and enjoy, if you’re gonna smoke you might as well do it right, start off with the best bud you can find that fits you and your body.
Second, you’ll need a tool like our Santa Cruz Shredder — the teeth are designed by a NASA engineer, it’s next level, it’s produced here in the US. I’ve been using our hemp shredders and that gives you the perfect fluff. You need to grind it right, you don’t want to be left with chunks or dust, there is a fine balance. You get the perfect bud, shred it to give it the perfect fluff.
I take a tip and put it in a cylinder, I take an Ultra-Thin VIBE or my Organic Hemp VIBE and I roll that bitch nice and loose. I like it nice and loose for air flow, I hate a pregnant joint. A tight joint that you have to hit hella hard is a bad joint. I want to pull on it softly and get nice rips, so a perfect joint is all about airflow!
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If it seems like every week a new celebrity launches a weed brand, that’s because… every… week… a new celebrity… launches… a… weed brand. For the most part, these entries into an increasingly crowded marketplace are pretty forgettable. But occasionally — as with the case of Jay-Z’s Monogram and Seth Rogen’s Houseplant — the right team manages to knock it out of the park, earning permanent shelf space at your local dispensary.
I’m pleased to say that FlowerShop — a new brand launched by rapper and producer G-Eazy, along with co-founders and fellow Bay Area boys Isaac Muwaswes and Gabe Garcia — is one of those select few. But FlowerShop isn’t just a cannabis label. It’s also a wellness company, with a long list of products on deck. Its first drop delivers rolling papers, lighters, ashtrays, and three glass-tipped pre-roll joint packs, called Bouquetpacks. A 1/8th flower jar and “cannabis juice” are coming soon.
The Bouquetpacks offer three different mood-focused strains — dubbed Comfort, Smile, and Joy — each packed in reusable plastic tubes and sporting a glass-filter tip for better handling and flavor. After smoking the Comfort strain, I spoke with Muwaswes, Garcia, and G-Eazy himself about the origins of the brand, their own relationships to cannabis, and why joints will always feel special.
But first, let’s break down the weed.
The Packaging
Dane Rivera
Right out of the gate, the first interesting thing about FlowerShop is the brand’s design aesthetic. The Bouquetpack’s matte flip-top box features a magnetic top, and four pre-rolled single flower joints packed in resealable plastic tubes with glass filter tips. At four joints per pack and a retail price of $50, you’re looking at a cost of $12.50 per joint.
Dane Rivera
Since an eighth of Panacea Farms Purple Double Deja Vu will cost you about $60 before taxes, this pack has pretty good value for what you get, it’s a lot better than Monogram’s $60 hand-roll, for example, and the weed is of a much higher quality.
A fifth joint would’ve really set this up as something special though. The packaging is playful and colorful, but we would’ve preferred just a little bit more information for the consumer.
One of the things that first struck me about FlowerShop’s pre-roll pack was just how fragrant it smelled after I cut open the sealed plastic envelope it came packaged in. Once the scissors pierced the plastic I was instantly greeted by a wave of floral and slightly minty smells, with a slight pepper edge that tickles the nose. The joint itself is incredibly well packed, just rolling it through my fingers showed a consistent and dense pack that led to a lengthy smoke session with thick clouds of milky intoxicating smoke.
Again, FlowerShop’s attention to detail and design is at the forefront here. Each glass filter utilizes blue-colored glass — fitting with the color scheme. Does that have any effect on how high you get? Absolutely not, but it certainly has an effect on the experience. Smoking FlowerShop’s joints feels like you’re enjoying something special, it’s practically begging to be shared just so you can pass it around as a conversation piece.
Of course, cool filters would feel like a gimmick if the high didn’t deliver. It does. This will be a fun joint to pass between friends when we’re past Covid, but right now I’m not sharing with anyone. Which resulted in me getting — to borrow a Bay Area phrase — hella high.
Comfort is made using Panacea Farm’s Purple Double Deja Vu and the high comes on incredibly quickly here. Well before you make your way through the joint, a pleasing buzz took over me — beginning in the center of the forehead before melting down in radiating waves of euphoric bliss through the rest of my body. Real talk: I did not expect a celebrity-fronted weed brand to hit this hard. FlowerShop chose well by linking up with Panacea Farm for this one and opting for a single-sourced full flower joint (rather than a blend of shake) led to a better tasting, less harsh product.
I broke up one of my spare pre-rolls (which I regret) to get a look inside — Comfort has a great medium-coarse grind and the bud is fresh and still slightly sticky.
Dane Rivera
Flavor-wise, Comfort had floral notes with a heavy gas flavor and a peppery, slightly melon aftertaste. The smoke was remarkably smooth which is rare in pre-packaged joints, resulting in pleasingly smooth drags that didn’t lead to a single cough during my whole experience.
My only gripe is that calling the strain “Comfort” is a bit misleading, they might as well call it “KO” — smoking a full joint solo launched me beyond couch lock and straight into a nap. I had no plans on taking a nap, I wasn’t even tired, so this is definitely not something to mess with if you’ve got plans.
The Bottom Line
Smooth smoke with earthy flavors of cracked pepper and subtle melon and mint, which results in a body-tingling euphoric high designed to knock you out.
The Interview
FlowerShop
You’re all Bay Area kids, can you speak to the cannabis scene in the Bay Area while you were growing up. I know it’s always been a big part of the culture.
Muwaswes: I was born and raised in San Francisco, not too far from Haight Ashbury, so some of my early memories of being exposed to weed was going down to Haight Ashbury with my friends to kick it. As a young kid you’re kind of exposed to this narrative around the history and the demonization of cannabis, but as I kind of got into it in middle school going to high school you start to make your own assumptions.
But even then, pretty early on in high school, I started to hear about all these medicinal uses for it and hearing about the groundswell that was happening surround Prop 215. It was really being looked at as a medicine, and I’ve come across friends of my parents who were using it as a medicine as well, so pretty early on I started to see it as “oh this is something we in the Bay Area kind of have a different view upon and are really progressive on” and that intertwined with the cultural aspect, growing up listening to hip-hop, being into all things hip-hop, music, fashion — it was intertwined in those subcultures.
Whatever group of friends I had — whether it was my athlete friends, my friends into music, the friends into fashion — that was one thing we all shared. One experience that connected us all was smoking.
I know the brand takes a heavily sensory approach to cannabis, that’s right on the packaging. What’s the thinking behind positioning the brand this way and how does it differ from other celebrity-fronted brands that are springing up in the cannabis space?
Muwaswes: When we built Flower Shop we really built it as a wellness company as a whole, I think we always looked at cannabis as one aspect or one category of what we’re trying to do from the perspective of wellness. For us, we tried to really define what wellness means to us. One big realization we had was that it’s not one thing, it’s not singular, it’s more about the journey than the destination
Through that, we started to define how we can take people through that journey, and what we do to get on that journey. It’s about inspiring our senses, whether it’s the music we listen to, the candle we burn that smells a certain way, whether it’s the lighting in the room that makes us feel a certain way and opens up our mood to certain elements or experiences, we always knew it tied back to one or many of our senses and we’re already in that mindset for a lot of the other things we were doing previous to FlowerShop. Whether it was in the design world with Gabe or the music world with G, it’s about bringing all of that together in a retailer experience.
That was kind of the genesis of sensory care, and then we started to apply that to everything we were doing from product to packaging to messaging to content.
G Eazy: To jump in, from my perspective as a musician, music can be a healing agent. Similar to flower, it can be something that brings people together, people who share this commonality come together for this shared experience. But as a musician I have a wide array of influences and taste in music, I can deliver “No Limit” but then I can do “Everything Will Be OK,” that wide offering and understanding of mood and emotions are important in anything you offer because you don’t just have one customer, and each customer doesn’t have just one mindset and mood.
We wanted to find what resonates at different times of the day or different times in your life, and wanting to reach people on a level of emotion and feeling, similar to the way music would.
FlowerShop
I wanted to ask you specifically about your smoking habits G, are you smoking a bowl before you hit the studio, something you do after to unwind, what’s your creative relationship with the plant?
G-Eazy: There is pretty much a constant burn in the studio. Atmosphere is huge in the creative process, that comes down to lighting, how cold I like it, the people I want and don’t want in the studio, and that comes down to what I’m drinking and smoking. With smoking, it’s not a requirement. It’s not needed to unlock creativity, but nonetheless, it’s something that loosens you up and makes you feel better and makes you feel joy or relaxation, that can only open you up and enable more flow of stream of consciousness.
Garcia: To add to that we started thinking about whether cannabis a creative performance enhancer? We like the idea, we can’t go shout it off the mountaintops, but for us, we like that conceptually and believe it. But to G’s point, it’s not a reliance.
FlowerShop
G what’s your preferred smoking method and why did you guys start with the BouquetPack over a flower jar?
G-Eazy: Joints and blunts. It’s what I grew up smoking. Every day in high school coming home from work, I’d get home around midnight or 1 AM and I’d roll up a personal blunt and smoke it in the backyard while my mom was asleep, just to be able to wind down and decompress and get ready for school the next morning. It was just culturally what I grew up doing.
Garcia: That’s the reason we’re excited to share the bouquet pack and included the glass tip pre-rolls, that’s our attempt to elevate what is standard.
Where is the product sourced from?
Muwaswes: Sourcing wise we have a number of really good relationships with cultivators throughout the entire state of California. A lot of the key growers out here we have partnerships with and what we’re doing right now is these drops or deliveries with individual strains and growers. The one you have right now, we partnered with Panacea Farms for — a craft grower under the NorCal banner. We’re doing a number of different things with brands, growers, and cultivators, long term we are going to be having our own genetics out there, but for the time being, we’re trying to find the best of the best that we want to work with that also understand our vision and understand what we’re trying to do from a sensory care perspective with these products.
FlowerShop
What brought you to the cannabis business? Your backgrounds are comfortably in design and music, not in the cannabis industry.
Garcia: It came to us really, growing up in the Bay Area and how prominent it is it was probably inevitable. It came through a design project at first. We’ve been in the creative design space for a long time.
We started getting inbound requests from the cannabis end, that’s how it initially started to come to us, and we entertained one specific deal and that’s where it really started. As we got into it and did the research, we wanted to find our foothold and what felt authentic to us to enter the space and it was through design, through packaging through a vision, but as we got into it, we started asking ourselves deeper questions.
This is a two-and-a-half-year project in the making and we’re really proud of it and excited to share it with the world.
What’s special about FlowerShop, what sets it apart from other brands?
Garcia: It’s all in our packaging! We really did our best to make it as recyclable and eco-conscious as possible. We tried to make everything reusable — or unique enough to make people want to reuse it. The tubes the pre-rolls come in, our incense sticks are coming in those, it’s also a tube you can use to clean your glass tips and reuse them, same thing for the box itself.
Our Bud Vase, which will be dropping in 90 days, has a jar that’s able to be reused. With all of our packaging, we’ve thought about how we can inspire people to reuse it and reapply it to something else. The vase is food grade, it can be washed in the dishwasher, it can be used to store yogurt —
G-Eazy: As a shot glass!
Garcia: You know it!
Muwaswes: We were just as focused on what was going into the packaging as who we are sourcing weed from. Using a single strain indoor for our prerolls, not using shake, grinding the best of the best, being meticulous about the grind and the coarseness, consistency on the burn and smoke, even on the sourcing of the paper!
Russ gave his legion of fans insane, crazy bars on his 2020 EP Chomp. Now he’s offering straight gas with his weed line, Chomp by Russ x Wonderbrett. It’s the exact same strain the rapper smoked while creating the aforementioned project’s lush offerings — five songs featuring elite hip-hop lyricists Benny The Butcher, Busta Rhymes, KXNG Crooked, and Black Thought, alongside DJ Premier and… the list goes on.
In collaboration with Brett Feldman and Cameron Damwijk — founders and cultivars of West Coast cannabis brand Wonderbrett — Russ’s cannabis line is a chance for the 28-year-old artist to offer fans a glimpse inside the Chomp creation experience. It’s also the kind of marijuana that any chronic-loving musician would be hyped to smoke during studio sessions.
Since his SoundCloud beginnings, Russ has been in complete control of his career and has become the obvious example of what it means to work independently in the music industry in the digital age. Releasing as many mixtapes as he has and as dedicated to the craft as he is, launching a weed strain (that won’t leave you slumped) with one of the most reputable cannabis companies in the game feels like it was always in the cards. The point being: it’s a good fit.
When the perfect opportunity to dive into the cannabis business arrived, Russ chose to produce a strain that was something that he enjoys himself. And that meant a balanced strain where users could avoid both sleepiness and overthinking.
“I’m not a heavy smoker who’s just gonna sit around and smoke all day but oftentimes in the studio I enjoy experiencing an alternative yet still tuned in perspective, so keeping a joint of something productive nearby comes in handy,” Russ stated in a press release. “I might as well control what’s in the joint so that’s what I’ve done here with Wonderbrett.”
Feldman added, “The result is a great introductory high that really serves to enlighten and inspire artists to create. It doesn’t give you a couch lock effect.”
The strain itself was created with a male from Wonderbrett’s OZK stable and crossed into a Cookies & Cream female. From there they went through 20 seedlings and settled on phenotype No. 4. Currently, Chomp is only available at Stiiizy — a dispensary located in Downtown Los Angeles. But the brand has promised that new outlets will be added on the daily (stay up to date here), including the Wonderbrett flagship dispensary, launching in LA’s Fairfax District later this year.
Chomp by Russ x Wonderbrett dropped on Monday, March 29th, and we tested it that day in both its flower and pre-roll forms. Check out our review below.
The Products & Presentation
Cherise Johnson
1g CHOMP x Wonderbrett Pre-Roll & ⅛ CHOMP x Wonderbrett Box
Strain: Hybrid
Dominant Terpenes: Limonene, Humulene, Linalool, Caryophyllene, and Pinene
THC: 22.82%
CBD: .06%
Retail Price: ⅛ CHOMP x Wonderbrett Box for $60, ⅛ CHOMP x Wonderbrett Bag for $45, 1g CHOMP x Wonderbrett Pre-Roll for $15.
The Experience
First of all, the packaging. The design. The satin box. The gilded press. The snarling dog, showing its gnashing teeth. The rich, red, gold, and black colorway. The whole Chomp x Wonderbrett branding sets the tone for an opulent affair.
Though I tried Chomp as both flower and as a pre-roll, the experiences were somewhat different. First, let’s talk about what each product has to offer and then what made them different for me.
The pre-roll came prepared inside of a plastic tube container, emblazoned with Russ’s signature Chomp logo and necessary cannabis factoids. Once the top came off and the pre-roll slid into my hand, I was dealing with a Raw cone tightly packed with herb. The light up and pull was smooth to start, then I felt an immediate head rush followed by my nose feeling a bit spicy. This was just the very beginning of what would turn into an intense cerebral high.
After a few minutes, the stinging I felt in my nose disappeared and what arrived was a euphoric sense of happiness and urge to do something. Anything.
Cherise Johnson
Slight overthinking did rear its ugly head, yet the happiness and excitement I was feeling had me floating above it all. Once the high fully set in, I became very grateful and happy — living in the moment. It felt as if all my senses opened up, making all of my perceptions more clear. Not to mention, I had full confidence in my thoughts and wasn’t judging myself for every little thing.
At this point, it’s clear why Russ would dub this as “studio weed” and why sharing a name with his Chomp EP was a necessity.
When it came time to explore the flower option I was met with the soft, sweet aroma of citrus and nuts, and frosted nugs inside a dark plastic container. I love an icy nug and Chomp is fully iced out. The flower itself was pretty rigid to the touch but strong and not brittle.
Cherise Johnson
Once I packed out a raw cone with the minced Chomp nugs and lit it, the immediate head rush and nose-tingling occurred just like with the pre-roll. Once the high settled in though, the happiness I felt with the pre-roll was more extreme, if perhaps more chaotic. Maybe it’s the way I packed it that made the experience different, but I was laughing at everything when I smoked the flower and fell into a fit of laughter more than once. It really made my day fun and gave my mind the freedom for all of my ideas to flow without the weird voice of judgment that I get when smoking Sativa.
The Bottom Line
Chomp is definitely a strain best-suited for catching a late-night vibe at the studio or as a solo mid-day high if you’re a creative working from home. I can also see this as being a great strain to smoke in social settings and, of course, while listening to music. It’s a happy, relaxing herb that gets the creative juices flowing.
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