In a category where products often blend together, Rollers Co is taking a distinctly different approach. Founded in 2025 in Charlotte, North Carolina, the artist-led brand is reimagining the pre-roll experience through thoughtful design, original artwork, and a commitment to social wellness.
Created by husband-and-wife team Wes McDaniel and Raven Navarro McDaniel, Rollers Co was born from equal parts curiosity, creativity, and instinct. Entering the industry without established connections or major backing, they saw an opportunity to build something they couldn't find themselves—a product that felt intentional, elevated, and worthy of sharing.
What began as an idea for a unique pre-roll quickly evolved into their flagship product: The Roller.
More than just a pre-roll, The Roller serves as the foundation for a larger creative vision—one that blends art, design, community, and mindful experiences into a cohesive brand ecosystem.
For Wes and Raven, the inspiration behind Rollers Co extends far beyond the product itself.
Their experiences with hemp and cannabis helped shape a philosophy centered around intentional use, connection, and wellbeing. Rather than approaching the plant as simply another consumer product, they view it as a tool that can support creativity, rest, expression, and meaningful social experiences.
That perspective influences every aspect of the brand.
As founders, they've intentionally built Rollers Co outside traditional expectations, allowing creativity and intuition to guide the process. Every product, design choice, and future project stems from a desire to create experiences that feel authentic, inspiring, and thoughtfully considered.
What makes Rollers Flower stand out isn't just what's inside—it's how the entire experience has been designed.
From the beginning, the founders wanted to challenge the visual sameness often found within the pre-roll category. The result is a product unlike anything else currently on the market.
Each Roller features original fine-line artwork wrapped around what may be one of the longest filters available in the category. The custom form factor was designed intentionally to create a slower burn, improve shareability, and elevate the overall experience.
The attention to detail continues through every touchpoint. Vintage-inspired design cues, artist-created illustrations, and carefully considered proportions transform what might otherwise be a standard product into something memorable from the first interaction.
For the team, one of the most rewarding moments is watching someone encounter a Roller for the first time—the surprise, curiosity, and appreciation that follows is exactly what they hoped to create.
When it came to packaging, Rollers Co wanted something that felt as premium and tactile as the product itself.
Paper tube packaging immediately stood out as the ideal solution.
The team was drawn to its eco-conscious qualities, durability, and elevated feel. More importantly, it allowed them to extend the visual identity of the brand beyond the product itself.
The tube design takes direct inspiration from The Roller, featuring illustrated versions of the product that immediately communicate the experience inside. Every detail was designed in-house by the founding team, ensuring the packaging remained consistent with the brand's artistic vision.
The result is a package that feels substantial in the hand, stands out on the shelf, and reinforces the craftsmanship behind the product.
According to Raven and Wes, one of their favorite aspects of the final packaging is simply how it feels. The tactile experience, combined with the finished visual presentation, transforms the product into something customers genuinely want to pick up, explore, and keep.
While Rollers Flower remains the company's flagship offering, the founders view it as just one part of a much larger creative journey.
Rollers Co serves as the umbrella for future collaborations, artistic projects, and new ideas that continue to emerge as the company grows. The founders intentionally avoid placing limits on where the brand may go next, preferring to remain open to opportunities that align with their vision.
Artist collaborations are already part of that future, alongside expansion into regulated cannabis markets and international opportunities.
For a company built on creativity and possibility, the next chapter remains wide open.
Creating custom packaging requires trust, communication, and collaboration—and Rollers Co found exactly that in The Paper Tube Co.
While maintaining full creative control over the visual direction, the team appreciated having experienced partners who could help navigate sizing, production, and technical considerations along the way.
The process felt collaborative from the beginning, allowing the founders to bring their vision to life without compromise.
The end result is packaging that captures the spirit of the brand perfectly: artistic, intentional, elevated, and designed to leave a lasting impression.
For Rollers Co, every detail matters. From the artwork wrapped around the filter to the paper tube it arrives in, each element contributes to an experience that feels thoughtful, memorable, and entirely its own.
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