![](https://cdn.myportfolio.com/dacd316e-9729-4254-a4a9-c65747d2f178/ecceba36-bf6a-42dc-966e-be031affcc9f_rw_1920.png?h=aca2ceff09909d378c8f00c6db774a09)
Challenge
San Rafael '71, a former sales leader, experienced a sustained decline in sales over multiple quarters. The brand lost its authenticity and failed to resonate with heavy users, resulting in a weakened representation of its original 1970s concept. Instead of maintaining its strong identity, the brand had regrettably transformed into a mere imitation of its former self.
![](https://cdn.myportfolio.com/dacd316e-9729-4254-a4a9-c65747d2f178/e24cbdf7-7911-4c68-8a04-540ff9cd7cfc_rw_1920.png?h=b5de9604de0bcdf825c46e3d39b0ff28)
Insight
Aurora had a unique advantage through its in-house breeding and genetics program. Focusing on this aspect would be far more appealing to heavy users than relying on 1970s puns. To succeed with heavy users, product-centric communication was crucial.
![](https://cdn.myportfolio.com/dacd316e-9729-4254-a4a9-c65747d2f178/d071aeb2-3e72-41f7-b2f9-c677117ea1bd_rw_1920.png?h=d9231cc89380d78386645ba502df7b63)
![](https://cdn.myportfolio.com/dacd316e-9729-4254-a4a9-c65747d2f178/5dc4ffaa-efa6-4c7e-a64a-a0937b96d58e_rw_1920.png?h=098f45534e66d828bcb77610df6ffe59)
Solution
The brand underwent a refresh, launching a refined strategy based on "cannabis with character" - a guiding principle for unique strain offerings and product development. The new visual identity included a strain identity system within the San Rafael '71 "House of Strains," providing distinct personalities for each strain.
![](https://cdn.myportfolio.com/dacd316e-9729-4254-a4a9-c65747d2f178/ecc2e178-b81f-4584-afbb-9629fa4b230d_rw_1920.jpeg?h=8f2555a0eee9b55e918e8820fe6158d9)
My Role
- Identified unique strains as the most ownable point of difference and briefed the creative agency to develop a new San Raf brand idea based on this insight.
- Approved and implemented the "cannabis with character" brand idea.
- Translated the brand strategy into an innovation strategy, driving product innovation focused on "original strains and true-to-strain products."
- Put product at the core of the brand instead of 1970s stereotypes
- Managed the development, execution, and roll-out of the new visual identity, including packaging and label updates.
![](https://cdn.myportfolio.com/dacd316e-9729-4254-a4a9-c65747d2f178/1b72c5cb-74d3-44f4-aba7-e190cf9e1411_rw_1920.png?h=1555777c0aadfe7d5d37a1ef5279fd67)
![](https://cdn.myportfolio.com/dacd316e-9729-4254-a4a9-c65747d2f178/8f02b145-11fc-46ee-a291-cb718c29866f_rw_1920.png?h=df3130641ccaae79486abfa8d58351b4)
![](https://cdn.myportfolio.com/dacd316e-9729-4254-a4a9-c65747d2f178/7f965ac6-60bd-48e6-9fa5-d4bec8349deb_rw_1920.png?h=3c84817b9908ac4168f9c0aed040076f)
![](https://cdn.myportfolio.com/dacd316e-9729-4254-a4a9-c65747d2f178/b3593b18-358d-4ca4-9892-95decf5bbe45_rw_1920.png?h=20df77aef79c273a98152a860bde547a)
Results
- The rebrand received a positive response from the cannabis community as modernizing yet "true to brand."
- The brand phase-out was organized and coordinated, minimizing operational and cost impact.
- San Rafael '71 sales decline reversed, achieving the first quarterly growth in over six quarters. Influential cannabis voices praised the brand's revival and improvement.
![](https://cdn.myportfolio.com/dacd316e-9729-4254-a4a9-c65747d2f178/b9cd3180-73bb-4d9c-93fd-269dfaaab473_rw_1920.jpeg?h=13aedda11136ff94a855a4f9f7d8b2dd)
Credits
Wedge (Creative Agency)
Steven Artemiw (Creative Director)
![](https://cdn.myportfolio.com/dacd316e-9729-4254-a4a9-c65747d2f178/495cf0a3-0fbc-4151-9b1d-a83a611c2582_rw_1920.png?h=0435ff23f99c3599ffc61843b449bfb5)
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