Zesty ✴︎ Branding Agency Vancouver, Package Design, Graphic Design

Branding Agency Vancouver

Archives for April 2018

Cannabis Branding

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It’s becoming understood that an investment in strong branding for cannabis companies is key to rising above the glut of hopefuls trying to get a piece of the grassy pie.

With Canada’s federal government announcing it would be legalizing marijuana, we’re seeing a staggering increase of products coming on the cannabis market. This means you’ll be seeing a lot more Cannabis brands in the near future.

Gone are the days of buying weed on a dimly lit street corner. It’s no longer a shady exchange, it’s regulated, legal and it’s a legitimate business—a business opening up an exciting new territory.

At our boutique Vancouver branding studio, we develop brands for growers, investors, dispensary owners and inspired entrepreneurs. We help cannabis companies take an objective look at their brand, develop a strategy for how they want to be perceived and create design and communications to follow.

It’s becoming understood that an investment in strong branding is key to rising above the glut of companies trying to get a piece of the grassy pie. It’s more than just selling marijuana products, this is an entirely new business sector that requires everything from professional and captivating branding to chic package design and fully designed and branded retail spaces.

The importance of remarkable cannabis branding

The sustainability of the cannabis industry is dependent upon strong brands and good design. Beyond just making the product more mainstream, strong branding helps the public feel safer and more well-informed about the use of cannabis. The public needs to see that the industry is legitimate, and branding and package design will be the first and most notable ambassador of change.

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Branding & Package Design in 2018

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The brands we buy are an extension of our identity. Products are more than just products, they’re a signal to who we are and the values we hold.

The job of branding and package design is to reflect those values back to the customer. When it comes to adventure brands, we want the products to look and feel exciting and capable. Wellness brands should ooze a healthy and wholesome vibe. Luxury brands need to convey a sophisticated language and personality and their packaging should be high quality.

Many of the trends we will see this year are largely based on the buying power of Millennials. They’re influencing how brands respond to consumers shifting values. Consumers in the 18-34 age bracket are demanding higher standards of design and a consideration on environment and sustainability.

Brand these days need to be more honest and authentic than ever before. The traditional power dynamic where the brand has more power than the consumer is long gone. The Millennials are so well-connected that they know if a product is inferior, the service bad or if the brand is not being authentic. In today’s market, consumers can find an alternative almost instantly or publicly criticize a brand, using social media.

Consumers want a story. They want to know “why” you’re selling your product or service, not “what” you’re selling.  Recent research supports the importance of good brand stories, finding that a brand, its zest-factor and even its font style and color scheme were accurately recalled in the context of an original story.

Retail spaces are becoming brand experience spaces. How you behave is as important as what you say and smart brands will reinvent their spaces for people to connect and interact with the brand in person, versus just online through social media and web.

The key takeaway is to be more authentic and more personal through design.