The new cannabis aesthetic is here, and it’s forcing brands to shed the stoner image and look to a more diverse, sophisticated, and nuanced consumer. Sleek branding, engaging activations, and an honest communication approach are beginning to re-introduce cannabis products to the masses. (Canadian brands have to get more creative with this, given current restraints on design and marketing). Here are a few of our favourite south-of-the-border brands engaging new audiences (and getting it right from the very first touchpoint).
/ BEBOE
WHO THEY ARE
An elevated, highly-branded line of cannabis vaporizers and edible pastilles for design-savvy professionals.
WHAT THEY’RE DOING RIGHT
Embraced by A-listers as “The Hermès of Marijuana” due to its highly-considered design elements, Beboe’s aesthetic consists of white environments and elegant line drawings created by co-founder (and tattoo artist) Scott Campbell. Whether packaging and product development, dosing and strain selection strategies (gentle dosing for active responsible adults), unique partnerships, or customized user experience, Beboe aims to make cannabis more socially acceptable and create products that users want to show off. We think it’s working.
/ CANNDESCENT
WHO THEY ARE
Often referred to as the “Courvoisier of Cannabis”, Canndescent is a cultivator of luxury cannabis flower targeting high-end adult users in California.
WHAT THEY’RE DOING RIGHT
Taking cues from the world of premium teas, Canndescent has built a clean yet sophisticated approach that relies on strong primary brand colours—and a controlled spectrum of secondary colours—for strain differentiation, making the brand simultaneously trustworthy and playful. Their naming system navigates product based on desired effect, prompting users to answer the question: “how do you want to feel?” This helps to educate consumers on occasions and times of day in which they can use the variety of products.
/ DÉFONCÉ
WHO THEY ARE
Makers of premium sun-grown, organic cannabis-infused chocolate, Défoncé delivers high-quality edibles in a curated selection of flavours.
WHAT THEY’RE DOING RIGHT
Défoncé—meaning “high” in French—is changing the way consumers think about cannabis, setting higher standards (yes, we know) for the world of edible confections. Their stylish and luxurious packaging system includes a modern serif, elegant touches of gold, and a strong use of colour to help signify each flavour profile. Even the bar itself has been carefully crafted: volumetrically identical pieces divide into manageable doses to ensure consistency every single time.
/ HERB ESSENTIALS
WHO THEY ARE
NYC-based Herb Essentials is a maker of high-performing skincare products infused with sativa seed oil, an ingredient that provides sought-after skin-balancing properties.
WHAT THEY’RE DOING RIGHT
Less is more when it comes to this marriage of art and science. Herb Essentials’ minimal black-and-white branding system conveys a premium product that considers the environment and is preservative free—a refreshing upgrade from the recycled paper, earth tones and botanical vignettes the cannabis industry is known for.
/ DOSIST
WHO THEY ARE
Making it their mission to “deliver health & happiness”, dosist creates controlled cannabis products that focus on a measured scientific approach to enrich users’ experiences.
WHAT THEY’RE DOING RIGHT
If Apple designed a cannabis product, dosist’s dose pen would be it. Focusing on form and function, their beautiful medical-grade vape pens display a minimal graphic branding system—which, alongside their descriptive strain names, ensures a consistent, user-friendly, and controlled experience.