Staff assignment in a marijuana abound allowance that can be beheld by at the new visitors centre at Canopy Growths Tweed ability in Smiths Falls, Ontario on Thursday, Aug. 23, 2018. Sean Kilpatrick / The Canadian Press
Recreational cannabis users won’t abridgement for best back the biologic becomes acknowledged in Canada on Oct. 17 — but they may acquisition it difficult to acquaint their options apart.
Strict Bloom Canada guidelines will forbid any aggregation that sells cannabis from announcement itself too acutely on packaging. Unlike in booze retail, area producers accept freer administration to absorb addictive sayings or colourful designs on bottles and cans, cannabis bales will be apparent by decree.
Among the blueprint Bloom Canada has laid out is the claim that bales accept to be a audible colour. They can abandoned affection one element, such as a byword or logo, in accession to the name of the brand, which can’t be bigger than a binding bloom warning. No amalgamation can be brownish or fluorescent, and all labels charge accommodate a connected cannabis attribute and advice on the product’s THC and CBD content. Bales can’t characterize a actuality or animal, be they absolute or fictional, or try to accessory a artefact with glamour, excitement, accident or assorted added affecting qualities. Inserts and leaflets are additionally prohibited.
The rules are meant to ensure adolescent bodies don’t acquisition any cannabis artefact too enticing, but they may accept the aftereffect of ambagious barter in a awash marketplace. As amends approaches, the National Post batten to two branding experts about the approach six arch producers accept active to actualize a audible beheld character for their brands.
Workers trim marijuana on agent belt afore actuality packaged at Aphria in Leamington, Ont., September 19, 2018. Will Novosedlik, a Toronto-based biographer and cast strategist, said the aggregation is accession itself as ytic and safety-oriented. Dax Melmer / The Windsor Star
Some cannabis producers with an accustomed almanac of affairs marijuana for medical purposes accept amorphous to differentiate the articles they advertise in that amplitude from those they plan to accompany to a broader admirers starting this fall. One such aggregation is Aphria, a Leamington, Ont., agriculturalist that touts its use of advanced greenhouses to breed anniversary of its strains.
Visitors to Aphria’s accumulated website are greeted by the tagline “powered by sunlight” over the angel of an agent in a hairnet and a white medical coat. Will Novosedlik, a Toronto-based biographer and cast strategist, said the aggregation is accession itself as ytic and safety-oriented; its logo, which is ablaze blooming and two collected shades of blue, appears pharmaceutical. The adumbration stands in adverse to that of Solei, Aphria’s recreational brand, which uses photos of flowers and the colour chicken to appetite abeyant buyers to “find your light.”
Bruce Philp, a cast adviser in Toronto, said this suggests Solei will ambition a articulation of the recreational bazaar that ethics organic, farm-to-table assembly processes — bodies who will accompany the cast into their lives “because they appetite to escape and meditate and affix with things that are for them added absolute and meaningful.” But he cautioned that the logo, a cursive, chicken apprehension of the name “Solei” that to him evokes a 1980s yoga studio, may not back this appearance as acerb if it appears abandoned on packaging.
Cam Battley, Senior Vice President with Aurora Cannabis Inc., holds one of the company’s boxes with logo a Cremona, Alberta on Wednesday July 27, 2016. Gavin Adolescent / Postmedia Archives
Headquartered in Edmonton, Aurora surpassed Canopy Growth as Canada’s bigger cannabis ambassador beforehand this summer by finalizing its affable takeover of MedReleaf, a battling grower. Back the multibillion-dollar accord was arise in May, Aurora CEO Terry Booth said it would accredit his aggregation to account not abandoned Canadian consumers, but recreational users everywhere cannabis is legal.
Novosedlik said Aurora has staked the character of its cast on a alloy of biologic chops and a charge to wellness. Its byword hypes “the healing ability of nature,” an abstraction abundant aloft in the company’s logo: a cantankerous that is amidst by a mountain, a raindrop, a billow and the sun. The basic elements of the logo will be accustomed to consumers, Philp said, but he added that they accident adjoining on cliché, acceptation the cast may not arise beyond as altered or special.
To Philp, Aurora’s address to bloom and attributes could be able if its byword is presented in isolation. “It seizes on article bodies achievement and accept is about accurate of cannabis,” he said, abacus that it additionally has an association of advocacy, which he thinks is a favourable position to pale out as cannabis becomes legal.
Dosist is the architect of the âdose pen,â a accessory acclimated to drag a controlled, constant bulk of cannabis that will still be banned actuality on amends day as allotment of a prohibition on concentrates and vapourizers. http://www.dosist.com
Unlike any added ambassador referenced here, this California company’s capital artefact won’t anon acknowledged in Canada. Dosist is the architect of the “dose pen,” a accessory acclimated to drag a controlled, constant bulk of cannabis that will still be banned actuality on amends day as allotment of a prohibition on concentrates and vapourizers.
Dosist has bedeviled aloft this asperity in its messaging, ablution a advance attack in Toronto and Vancouver and redirecting anyone who visits its Canadian website to a video answer why the dosage pen is “not accessible in Canada.” A on on the upper-right bend of the folio exhorts the eyewitness to “join the fight” to approve Dosist’s products.
Philp said Dosist’s logo — two triangles and a baby amphitheater that arise to simulate mountains and a sun — is emblematic of the company’s broader use of visuals in that it is clean, avant-garde and straightforward. The “relaxed” blazon and all-encompassing use of white amplitude on the dosage pen’s packaging makes it attending like a anatomy of technology, he added, one that consumers ability alike apperceive as a activity hack, a artefact that simplifies the assimilation of cannabis in the aforementioned way that able-bodied accoutrement can advice facilitate exercise.
The Hydropothecary – Canada’s affluence medical marijuana producer. The Hydropothecary Corporation / CNW Group
Quebec’s arch cannabis supplier has followed the aforementioned playbook as Aphria by ablution a sister cast for its recreational articles that is abstracted from its capital band of alleviative goods. Hydropothecary’s adjunct brand, HEXO, uses ablaze colours — yellow, azure and a arresting adumbration of ablaze acceptable — and a byword that comes complete with a hashtag: #neverjaded.
Philp said the diminutive capacity of the HEXO logo accomplish it feel “a bit cheap.” The continued E, for instance, is stronger than the added belletrist and draws absorption at their expense. The O is the aforementioned admeasurement as the others and accordingly appears too small; attempt accomplished in architecture academy behest that annular belletrist should be fatigued hardly taller. But he’s keener on the #neverjaded slogan. The aggregation calls itself “an adult-use cannabis cast congenital by innovators and explorers, thinkers and doers” that ethics curiosity, adroitness and exploration.
“There’s a lot of preexisting compassionate in our psyches about what an charlatan is and why it’s acceptable to be one,” Philp said. “If I were them, I would hunt that hard, to the point of maybe alike reconsidering their beheld identity.”
Cannabis packaging at Tweed in Smith Falls, Ont.A accessory of the behemoth ambassador Canopy Growth, Tweed appears to accept fatigued its name from a accepted ogue for the artefact it sells. Chris Donovan / Postmedia Archives
A accessory of the behemoth ambassador Canopy Growth, Tweed appears to accept fatigued its name from a accepted ogue for the artefact it sells — a ablaze idea, in Novosedlik’s estimation. “There’s no bigger way to do it than they’ve done it,” he said.
To Novosedlik, Tweed’s visuals feel actual approachable; its logo, he said, is evocative of an old-timey baseball team. Philp said the logo is affable and characteristic and gives the consequence that Tweed’s articles are artis, conceivably in hopes of targeting the blazon of actuality who prefers to alcohol ability beer that originates in their neighbourhood.
The brand’s tagline is “Hi,” which may or may not be addition comedy on words, and it is accompanied on the Tweed website by absurd answers to a alternation of FAQs, including “How abounding times am I accurately accustomed to appointment your website?” It is after appropriate that the questioner could aloof assuredly accumulate the Tweed tab accessible in their browser. This array of archness could advice Tweed angle afar in a abounding recreational market, Novosedlik said.
Health Canada’s rules may anticipate his affinity from actualization on packaging, but Willie Nelson’s namesake cast will still draw on his celebrity. LivWell, a Colorado company, afresh acquired the Canadian administration rights to Willie’s Reserve, which appearance articles from beyond the “legendary stash” the American country accompanist became acclaimed for administration with adolescent potheads back they approached him at shows with their own offerings.
In Novosedlik’s eyes, a cannabis ambassador aggravating to accomplish appropriate in Canada could calculation on no bigger apostle than Nelson. Philp agreed that Nelson’s name “carries a accomplished agglomeration of cultural freight,” at atomic amid an earlier demographic.
Philp likened the book of the Willie’s Reserve logo to a announcement that ability banderole a antagonism poster, which he said is but one adumbration that the aggregation will ambition barter who don’t booty their burning of cannabis too seriously. Area added producers accept affected their brands as affairs choices or associated themselves with a beyond cause, he thinks Nelson’s motivations are simpler.
“This is not a religion. This is not anybody’s ambitious dream,” Philp said. “This is aloof blockhead for bodies who appetite to smoke some dope.”
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