Choast
About the Company
Choast was established to provide a space where people could be themselves without fear of judgment. The brand featured unique products, such as hoodies and stickers, designed with a fun, relatable mascot—a toast figure with human characteristics. Operating within the cannabis niche, the company gained recognition within Toronto and beyond. Despite its modest size, the company emphasized quality and customer satisfaction, offering a 100% satisfaction guarantee.
Idea Behind Company
The concept of "Choast" emerged naturally, with Gianfranco repeatedly using the word until it gained traction among youth in Ontario. Joseph saw an opportunity to turn the buzzword into a cannabis-focused brand, which aligned with their interests despite cultural resistance from their strict Italian families. The brand sought to redefine the perception of cannabis within the younger generation and foster a positive, inclusive community.
Creating the Company
Joseph and Gianfranco spent significant time developing their logo and refining their products. They tested various prototypes, from clothing to stickers, and overcame numerous challenges, such as finding reliable suppliers with reasonable minimum order quantities. Persistence was key as they gradually built a brand that resonated with the local community and catered to the stoner culture.
Launching the Business
Social media played a critical role in Choast’s launch. By leveraging meme marketing, the founders grew their Instagram following to 15K in just three months. Their unique logo quickly gained popularity, driving sales from day one. Despite limited funding, they self-financed the business, reinvesting all earnings into its growth. However, challenges such as restrictions on advertising tobacco-related products forced them to find creative marketing strategies, including email campaigns and partnerships with platforms like Etsy and Reddit.
Earnings
At its peak, Choast generated $5,000 monthly. The brand’s success stemmed from clever social media strategies, strong community engagement, and a commitment to product quality. However, obstacles such as evolving follower expectations and advertising restrictions hindered its growth. Despite its closure in 2023, Choast left a lasting impression on the local cannabis and stoner communities.
