Cultivating an Identity

Purplefarm Genetics had something completely new to offer the market: whole-flower (non-irradiated), craft cannabis, expertly cultivated for a range of medical use. Jackpine partnered with PFG to develop a brand that reflected the scientific and complex nature of their medicine in an easy-to-understand visual language.

Working with their team and with regulatory and compliance officers, we developed a system of packaging and brand materials that took advantage of all the opportunities within the Canadian Cannabis Act (S.C. 2018, c. 16). Using the new brand, this cultivation leader has secured major partnerships and has been able to expand and retrofit their cultivation facilities.

Logo

The brand system needed to describe products that bridge the medical and recreational market. And because even the non-medical side of the product range is intended for stress relief and pain management, we wanted to steer clear of cannabis tropes and position the products in the medical-quality consumer goods category.

Wave Patterns

Cannabis product branding is highly regulated. We needed to find a way to suggest to a potential customer what kind of experience they might have, without making any specific claims. Our solution was a waveform icon system that ranges from smooth and flat to more dramatic, indicating the strain, the balance of THC against CBD, and the desired effect, from ‘decompress’ to ‘activate.’