PEI Cannabis + Greg Dubeau — Graphic Designer
Educating a province on the responsible habits of purchasing and consuming cannabis.
Services: Brand identity, brand strategy, art direction, and graphic design for print, screen, and environmental installation
Product: Logo, visual identity, website design, digital menu display, environmental signage, and point of sale collateral
Client
Prince Edward Island Cannabis Management Corporation (PEICMC), under the branded name PEI Cannabis, is responsible for the distribution and sale of adult use cannabis in PEI, in partnership with the PEI Liquor Control Commission (PEILCC), and under the authority of the Cannabis Control Act.
→ peicannabiscorp.com
Team
Bhreagh Rathbun
Erin Bridges
Bruce Whelan
Adam Sterling
Mark Pike
Jason Morgan
Eddy St. Couer
Wichan Yingyongsomsawas
Alex Douglas
Zach Currie
Lauren Toombs
Greg Dubeau
Discover PEI Cannabis: Your educational, enjoyable and reliable retailer
PEI Cannabis (→) is committed to providing its customers with regulated access to legalized cannabis products through a forward-thinking retailer, offering reliable expertise and support, as well as a convenient and enjoyable shopping experience. Our aim was to design a brand identity that struck the perfect balance between the regulated nature of the substance and an engaging, educational journey.
PEI Cannabis’ brand identity: A historic responsibility
We faced the significant task of establishing both the brand identity for PEI’s provincial regulatory and retail cannabis program, as well as implementing an educational system for the public on safe and responsible cannabis use. Our main focal points were the four retail locations and the e-commerce website.
Breaking stereotypes against modern cannabis representation
For the naming choice, we opted for directness—a concise, bold bilingual descriptor that’s straightforward without relying on industry or cultural clichés. It was crucial to step away from cultural stereotypes and instead depict modern cannabis use inclusively within Canadian culture.
A modern logo representing modern cannabis culture
For our logo, we decided to use thick, black lines with rounded edges for both the word mark and icon. This choice was made to ensure that our logo looks clear and friendly. The overall style is clean, calm, and professional, but not too serious. We wanted to make sure that our brand stands out from pharmaceutical cannabis products.
Branding PEI Cannabis through an educational lens
In designing our visual identity, we focused on using basic design principles to keep all communication simple and clear. This included establishing a system of simple shapes and colours that align with various strains and cannabinoids. Consistent use of colour coordination and shape association extended across all marketing materials, as well as in-store and online retail experiences. We also incorporated local photography to bridge the gap between the PEI landscape and the cannabis culture post-legalization.
An immersive and educational journey into the world of retail cannabis
Four retail stores were opened, with the Charlottetown location servicing the whole downtown area, and mostly catering to the +1.5 million tourists that visit PEI each year. All stores operate in tandem with the e-commerce website, selling a selection of dried flower, pre-rolls, oils, gel caps, edibles, and beverages.
Coles Associates (→) designed an immersive in-store experience that offers interactive stations where customers can browse the website on a tablet with the assistance from PEI Cannabis staff. Each customer station provides a sensory journey, allowing customers to experience terpene aromas, and inspect buds and trichomes using custom jars equipped with a magnifying glass. We added to the experience by designing digital menu boards and educational infographics to adorn the walls, highlighting key differences between cannabis strains and products, along with safety tips for consumption.
