Bear Humboldt, one of the premiere manufacturers of cannabis concentrates, announced today the relaunch of one of its brands, Wox™, on September 25, 2022, in dispensaries throughout California. Wox is a line of live resin dabbables and vape carts, manufactured in Humboldt and made from cannabis flower grown in Humboldt County. Wox will be distributed exclusively by HERBL.
Wox joins URSA™ on the HERBL menu as two of the strongest brands from fabled Humboldt County. In fact, Wox is the first brand that Bear Humboldt launched in 2019, and acclaimed artist, Sonny Wong, has been the creative force behind the brand ever since.
In his late forties, Sonny Wong is an artist, graphic designer, musician and performer in Fortuna, a small town in Humboldt County. His unique artwork has a following of its own. Based on graffiti and others, featuring cartoon representations of himself in a variety of situations, such as skateboarding, or backpacking, or being a ninja!
With the recent relaunch of the new branding, Sonny’s abstract graffiti style designs leap off the fresh WOX™ packaging in bold colors while subtly suggesting there’s a secret behind this brand that only a few will understand.
Sonny remains active in the local art scene, performing as a MC for special events and showcasing his paintings in local pizza shops and coffee houses throughout the area as well as galleries across the state. Periodically he puts out a new rap video onto his YouTube channel, like the last one month that he made while on vacation in Fiji with his wife.
An Interview with Sonny Wong
Q: So, what is it about Wox?
Sonny: Hey, haven’t you heard, Wox is how Humboldt gets high!
Q: I get it, but you seem to think there is something special about the brand.
Sonny: There is, and I can’t really explain it. A few years ago, we sold a ton of Wox and I have to admit, I am not sure why. We didn’t really market it or anything. It just took off. I would say it still has a pretty strong cult following. I mean, the Wox name would start showing up in the weirdest places. I remember someone sent me a clip from American Dad where one of the characters says to another, “It’s Wox not Wooks,” That’s a pretty obscure reference to Wox that only a few of us know the meaning of. But there it was, in a national show! That was wild!
Q: And now you are coming out with new packaging and some new marketing. This is a relaunch of an of the WOX™ brand, isn’t it?
Sonny: Yes, it is. I am really excited about this new relaunch. We’ve struggled for years with what to do with this brand and in fact I thought for sure we had killed it off more than once by not giving it the attention it deserved. We are trying to change all that. We want to keep the original Humboldt, everyday appeal that Wox has, but take it beyond the dab crowd and introduce Wox to the younger crowds in LA and the Bay Area. It’s a slappin’ high, a true live resin Humboldt high. Made here in Humboldt from only the best Humboldt weed. Even though it is pure live resin, it is not expensive. We have priced it to be a cart everyone can afford. It is priced better than some distillate carts, but it is a much, much better experience. No cap!
Q: How do you think the diehard fans are going to respond to the new branding?
Sonny: I hope they love it. Wox still has a following. A few years ago, we started this loyalty program where customers could send us box tops of Wox dabs, and they could receive SWAG or other prizes in return. Things got crazy! There were some people who would send us hundreds of these box tops at a time. I’d think to myself, how could anyone dab so much stuff? We are definitely going to keep that program going. Only we are going to up our game with more and better prizes. We have come up with some cool ideas. I’m pretty stoked about it.
Q: You are the artistic face to Wox. Are you going to be out there in the community to help promote your brand?
Sonny: I am. I have to admit, I love to perform. We want to do some Wox parties not only here in Humboldt but in SoCal and other places as well. Bring in some music, maybe some breakdancers, even do some live art. All fun stuff. That is the best way to show people what Wox and Humboldt are about, invite them into what we do and what we like, let us all share in the experience together.
Q: Any other plans you want to share with us?
Sonny: Yeah, well, later this year I hope to start on a large mural project for our parent company, Bear Humboldt. I want to take a look at the history of cannabis in Humboldt, from the very beginning to now. And of course, it will be my take on that history, but I hope it will help people appreciate and understand all that this community has done to make the cannabis industry in America possible.
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