And just like that…a new billion dollar industry was created overnight.

😀

We were challenged with the historic responsibility of not only branding PEI’s provincial regulatory and retail cannabis program, but also developing a system to educate the general public about cannabis.  The two primary touchpoints were four retail locations and the e-commerce website, peicannabiscorp.com.

PEI Cannabis promised its customers regulated access to legalized cannabis products from a progressive retailer offering trusted expertise and support, and a convenient, pleasant shopping experience. Our goal was to design a brand that hit those notes—the sweet spot between a regulated substance and a fun, educational experience.

The Name

We chose to be direct—using a short and bold bilingual descriptor that is to the point without using any preloaded industrial or cultural jargon.

The Logo

We used thick, black lines with rounded edges for the wordmark and icon to establish clarity and approachability. The aesthetic is clean, calm, and professional without feeling clinical.

The Visual Identity

We focused on using fundamental design principles to develop a system of basic shapes and colours that coordinate between strains and cannabinoids. Local photography was used to build a rapport between the PEI landscape and the post-legalization cannabis culture.

The colour coordination and shape association run consistent across all marketing materials and in-store and online retail experiences.