SESH Creative had the fantastic opportunity to work with the brothers at Grasse and create BIRI: the first Asian owned cannabis brand to celebrate Southeast Asian culture.
When creating for the brand that “never forgets” we were inspired by the ultimate way to create new memories, by “broadening your horizons.” We first started working with Grasse in 2019 when their hot collaboration with Bull Run Craft Cannabis was about to hit the shelves. This is where we were able to research and build a strategy around the B2B Oregon state market in combination with trends in the consumer market to support an infused preroll. Shortly after, Grasse wanted to add to their offerings with a line that represented who they were and where they came from. With a cultural deep dive and market analysis, the rickshaw emerged as the symbol to drive this brand extension. Generally colorful and deeply personal, the rickshaws of South and Southeast Asia can be seen packed into the streets of this vibrant region.
Grasse is proud to present their new brand, BIRI ™ a line of infused cannabis products that celebrates Southeast Asian culture and the rich history behind cannabis. Historically, the biri is a thin cigarette or mini cigar that gained popularity in 17th century India, typically filled with tobacco and wrapped in a Tendu leaf (commonly known as palm leaf). Grasse is honoring this rich history of both biri and cannabis with this new line of premium infused Pre-Rolls. Each half gram pre-roll is filled with strain specific premium craft cannabis and ice hash.
“We know the craft process creates quality products,” says Munib Bhandari, a co-founder of Grasse along with Hammadur Bhandari. The company is named after Grasse, France, the region where the
perfume extraction process was developed, and the birthplace of the notorious Chanel No. 5 fragrance. “Making cannabis concentrate is similar to the process of making perfume—we work exclusively with strain specific products, and it is all about preserving the unique flower essence and keeping the consumption experience as close to the flower as possible.” That’s why Grasse chooses solventless extraction methods.
Grasse is a cannabis brand started by two brothers of Bengali descent from Southeast Asia. The company is an Oregon recreational cannabis processor that specializes in natural cannabis concentrates and infusions which do not have any solvents or chemicals in the extraction process. Working closely with other family-owned cannabis farms in Oregon, Grasse’s goal is to highlight the amazing quality in farms and cannabis flower cultivated in Oregon with minimal processing.
The BIRI ™ infused line is a special project for the founders of Grasse, the founder’s family had a biri factory for over 20 years starting in the 1950s which was the largest employer in the state of Bogra in Bangladesh. Grasse strongly believes in ending the stigma associated with cannabis and the war on drugs. Highlighting the rich history of cannabis in South Asia and the culture is important in ending the war on drugs all over the world. Through the operation of the Biri ™ factory, the Grasse founder’s family was able to start the first women’s college in Bangladesh in 1963 which is still in operation with over 12,000 students in attendance.
About Grasse:
Grasse (pronounced gras) is a cannabis brand that never forgets the beautiful cannabis plant, the people, and its culture. Grasse produces full spectrum strain specific rosin with select, high quality strains from carefully vetted Oregon farms, free of solvents or chemicals. Product is extracted via a handcrafted process developed by the team using the best equipment from local suppliers. Visit our website (www.thegrasse. com) to see our stockists.
Grasse produces full spectrum strain specific cannabis concentrates with absolutely no solvents or chemicals. Our cannabis concentrates are made from the highest quality strains from the best Farms in Oregon. Visit smokebiri.com and try a wide variety of BIRI blunts and prerolls.
Thank you Grasse for always bringing a quality experience!
Thank you to B and Alicia for lifestyle photography, and Alicia, Brian, Emi, James, and Tyler for modeling in the BIRI campaign!