Working with Canopy Growth, the number one Cannabis company on the market, we supported a number of different types of projects that provide retailers with opportunities and support tools that will guide and surprise the consumer journey in store.
Working with such a large company we had to ensure all retail tools are brand-centric, innovative & useful for the modern times, while navigating the nuances of working in a fairly new industry to Canada with their many legal limitation.
Project
In-Store & Design Material
Client
Canopy Growth Ltd.
What I Did
Ideation, Art Direction, Display Rendering, Rollouts, Print/Poster Design, Logo Designs
Working with a
wide range of brands
and visual styles.
They’re were challenges with working with a new type of market that is constantly changing as it rapidly grows. Not only did we deliver premium displays and design material for many of Canopy Growth’s brands but we had to adapt to each brands strict guidelines.
With such a broad spectrum of products & new innovations, we had to stand out in a rapidly growing market that would help retailers across Canada create the best possible experience for customers in their stores and beyond.
Beautifully crafting
displays for stores
across Canada.
Canopy Growth stores extend across Canada, with many of their stores found in British Columbia. Because each store can vary in size and layout, we had to adapt our creative to fit many different sizes and placements within each store.
Adapting to Size
Each store has different specs, materials, and layouts to adhere to. It was important the design felt consistent and made an impact to the shopper.
Multi-Brand Display
A lot of times, similar brands would share the same display space. We made sure each brand/shelf felt distinct and true to their look and feel.
Visually Appealing
Each brand has a distinct look to differentiate themselves in-store. With constant visual brand updates, we had to be on top of the latest visual changes and make each display bold and creative.
Informative Displays
Because of the new innovative products being launched by Canopy Growth, we had to ensure each display or support material had enough information for the shopper to understand and believe in.
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Eye-Level Case Display
JUJU Joints wanted wanted to advertise their new vapes in flagship Canopy stores in PEI. This displays would focus on informing the consumer of the high quality pieces made for the product.
At-Cash Display
Quatreau wanted to inform consumers of their new flavours coming out for their ready to drink Cannabis drinks. This display would sit in a premium spot of the store right by cash.
Platinum Shelf Display
Placed directly behind cash, Tweed wanted a multi-tiered display that focused on their new photography style for their Vapes, Chocolates, and Drinks.
Custom Point-of-Sale Display
We created a premium, multi-brand POS display that included overlapping layers, platforms, and rises. Each shelf had to stand out on its own but work in unison with each other.
Superette Fridge Display
Placed in a retro-diner themed Cannabis shop located in Ottawa called Superette, we had to create a display that would bring more brand awareness to both retailers and consumers alike.
Bold print creative
supporting each
unique brand.
To help excite consumers and retailers alike, print signage was created to bring to life many of Canopy’s brands and help further push sales within stores.
For the Occasion
Wether there was a new product launch, innovation or celebrating a milestone, we created store signage that helped push these key areas.
Bold Design
Working with so many different brand looks, we had to ensure each piece of signage would not only be bold and captivating, but also get the consumer excited and guide them to purchase.
Conceptual Design to Promote
Tokyo Smokes New Vape Products
Looking at design cues and inspiration from Tokyo Smokes Instagram feed, we were able to incorporate specific themes into each creative option.
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Celebrating the End of Prohibition
of Cannabis Use in Canada
Tokyo Smoke wanted to help Canadians turn 10/17 from just another Thursday in October to something truly special. Whether they choose to embrace the day to tap into their creative side or slow down to reflect and relax, Tokyo Smoke wanted to be the brand to help them achieve that.
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Support material
to educate and
continue the story.
We created multiple supporting print material that retailers would give to consumers to help educate the them on each product and format (drink, flower, vape, edible).
This not only gave beginners and veterans of cannabis use peace of mind, but it also helped to tell the brand story even after the shopper left the store.
Educating Consumers
With so many types of product formats and strengths within Canopy’s portfolio, it was important that the consumer were properly informed with easy to digest print material.
Take Away Material
With so many nuances within the Cannabis market, a lot of these print pieces would be created as take aways so we would be able to further the brand story from home.
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Tokyo Smoke
Strain Cards
We creating strain cards that will be used in certain Tokyo Smoke displays in-store as well as giving them to customers to take home with them after purchase. This is just one of the many strain types that Tokyo Smoke provides.
Tweed Product
Purchase Journal
A journal that allows customers to keep track of products they purchase, their effects, likes/dislikes and things they might like to try. It’s also a place Budtenders can place product info that could be useful to the shoppers’ experience with the product (e.g. dosage or occasions).
Crafting innovative
retail tools for
B2B and B2C outputs.
With Cannabis still a relatively new market, we designed multi-tiered retail support tools that would be able to fit in large and small format stores.
We would be able to improve the shopping experience for all types of shoppers and established aesthetic vision for these brands.
Lift & Learn Displays
With so many types of product formats and strengths within Canopy’s portfolio, it was important that the consumer were properly informed with easy to digest print material.
Touch & Video Displays
With so many nuances within the Cannabis market, a lot of these print pieces would be created as take aways so we would be able to further the brand story from home.
Technology Focused
With so many types of product formats and strengths within Canopy’s portfolio, it was important that the consumer were properly informed with easy to digest print material.
Consumer Driven
With so many nuances within the Cannabis market, a lot of these print pieces would be created as take aways so we would be able to further the brand story from home.
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Purchase Journal App
A digital journal that allows customers to keep track of products they purchase, their effects, likes/dislikes and things they might like to try. It also houses product info that could be useful to the shoppers’ experience (e.g. dosage or occasions).
Hi. Buddy App
A platform that connects customers with Budtenders for more pointed cannabis education (e.g. how to roll a joint, strain education, product navigation for usage occasions, etc.) Customers can book time via the app and the Budtender can come prepared with the right education tools – similar to the Genius Bar at Apple Stores.
Digital Menu Baords
Multimedia screen that displays product info and prices, highlights featured products and plays curated product videos and ads. Screens could be motion activated, switching back to the full menu for easy reading. Live product updates show what’s in stock, what just arrived, and great alternative products when something runs out.
Discovery Kiosk
Digital kiosk screens that allows customers to discover products, learn about the cannabis landscape and see interesting product content in a multi-media, step-by-step format. Customers will be asked a series of questions based on their lifestyle and preferences, and we’ll suggest appropriate products.
First-time
Navigation Bar
A designated area where first-time shoppers can visit to learn how to navigate the store and product offering. This includes a map and general wayfinding info.
We also designed standing tools that would alter Budtenders phones when a customer needs help within the store.
Developing an identity
for Canopy Growth’s
National Sales team.
The Canadian Sales team is a powerful, critical part of the Canopy Growth organization who are integral in connecting the company through messaging, priorities and culture more effectively.
Based on extensive research within the company, I was able to design multiple looks and styles that were presented to their internal team with one selected and used going forward.
Internal Research
The Canopy team did extensive research internally to figure out exactly what is important to their team and what defines them as the top leader in the market.
Logo Exploration
We then created multiple logos of varying styles and names to see what stuck with the Canopy team and what would ultimately define them going forward.
The Chosen Concept
for the Canopy
Sales Team
“Canopy Rec” was the chosen name they eventually went with.
These two fonts come together to create a logo that is modern and bold, yet still professional and approachable. Using an organic font ties directly into the organic nature of the company. Contrasted with a bold modern font, we shortened the word “recreation” to become a powerful statement.
Other Options we presented
