Background & Challenge:
Kanabe is a female focused cannabis company based in Canada. The challenge was to create an identity and brand that was a differentiator from stereotypical cannabis companies in colour usage, look, feel, and market segment. Our goal was to convey cannabis is acceptable to be used by women, and the company promotes inclusiveness as anyone can use the product, but is typically geared towards the vastly underserved female market.
Process:
The project channelled bright and optimistic design, featuring content that has relatable people, images, and messaging in various social channels, web, and external marketing. The process involved lengthy market research and segmentation before any creative work was produced. Understanding our segment and their concerns about cannabis, how they consumed it, how they viewed it, and how they thought society viewed them using it was key in building the brand, and what would be tolerable to the targeted segment, and general public.
Considerations & Challenges:
Cannabis marketing and branding was subjected to various heavy handed marketing and packaging guidelines by Health Canada, which changed heavily throughout the creative and design process. Minor details like showing emotions, particular lifestyles (athletics, outdoors, etc.) were not allowed. At one point in the process the use of colours was restricted in ever changing guidelines, thankfully that idea never passed regulations. This forced some very creative thinking and business strategy choices in the approach to build the identity and brand.
Results:
Given the product, market, and industry were so new, and had a stigma attached, it forced unconventional thinking within some interesting constraints. After activation the brand was very well accepted, social channels and brand awareness grew rapidly, the clients business were also reached. Kanabe is preparing to launch a new line of products pending regulation changes in late 2019/2020.
Client: Kanabe Goods Co.
Market: Consumable goods
Work: Creative & Art Direction, Design, Branding, Strategy.
Agency / Team: DIGA / Photography shot by LUX