Challenge
Transform cannabis flower products from interchangeable, non-distinctive commodities into unique strains with captivating stories and personalities that resonate with heavy users and budtenders.
Insight
Each cannabis strain has a unique genetic history, distinct qualities, and a compelling story to tell. In a highly regulated environment, cannabis brands had not yet explored the full potential of storytelling through visual mediums.
Solution
Commission an award-winning Canadian illustrator to use his powers of visual representation to bring to life the unique stories, qualities, and characteristics that make each one of Canaca's strains special.
My Role
- Developed "Strain Stories Illustration" concept
- Developed business case proposal and achieved approval to commission award-winning illustrator Cristian Fowlie
- Negotiated contract, deliverables, and usage rights with Cristian Fowlie
- Developed unique strain briefs for each strain, providing inspiration to Cristian Fowlie for each Canaca core flower product
- Managed adaptation of assets across trade, digital, and social marketing channels, significantly elevating the look, feel, and poignancy of product marketing communication across all key channels
STIMULANT, Nov 7, 2019 - https://stimulantonline.ca/2019/11/07/finally-some-tasteful-canna-branding/
Results
- Recognized as one of the best Canadian cannabis marketing campaigns ever, showcasing stunning visual assets
- Repurposed assets across trade, digital, and social marketing channels, delivering an exceptional return on investment
- Pushed the boundaries of what could be achieved with cannabis marketing, demonstrating how persuasive product marketing could be beautifully and artistically realized
Credits
Cristian Fowlie (Illustrator)
Ben Coles (Designer)
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