Emblem logo. Emblem logo. Emblem logo. Emblem logo. Emblem logo.


Positioning a Green Player in the Cannabis Marketplace


Brand Strategy Creative Direction Visual Identity Corporate Collateral Packaging Brand Guidelines

It’s been a banner time for advocates of medical cannabis.

Stacked red books with Emblem logo.

Federal legislation created a new market essentially overnight triggering a ‘green rush’ in the Great White North. Despite the legal status of the category, a lingering stigma surrounding marijuana had many of the early entrants trying to legitimize their place in the medical community. A competitive audit revealed brand experiences that were overly clinical and undifferentiated.



Jacknife identified a prime positioning opportunity for Emblem in the market: make an emotional connection with the consumer by showing them how medical cannabis could improve their quality of life. Visually, the brand would focus on medical cannabis as a positive lifestyle choice curated by a compassionate organization of qualified experts. Warm lifestyle imagery featuring patients embracing life and meeting challenges head-on lives within a world of highly ordered content.

Emblem's brand guideline opened on desk.

Jacknife delivered a strategic platform establishing market position and brand narrative along with the visual identity programme as a guide and a suite of graphic assets. The logo depicts Greek goddess Artemis, known to harness the power of nature, rendered as a contemporary heraldic figure in a quasi-rampant stance, signalling in the distance with a stag at her heel. Artemis is alert and in control, a proxy for the vitality and improved quality of life associated with medical cannabis.

Emblem logo.
Collage images of Emblem logo.
Emblem business cards scattered on a desk.
Emblem logo on tote bag, red and black envelopes, and other letters.
Emblem logo on red background.
Emblem cannabis tubs.
Emblem icon and logo.

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