Cultivating an Identity
Project
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.’
Liam and his professional team took the time to understand our company and how we wanted to be received by the market. I’m very glad we went with Jackpine, and get a LOT of positive feedback about our brand.
- Austin Greenall, Business Manager at Purplefarm Genetics
More to Explore
This start-up company was just that: starting up. No products on shelves, no customer loyalty, no revenues—yet. But we believe in dressing for the job you want. Best to develop a clear identity long before you’re actively in the market. Our brand system positioned Purplefarm for investment and prepared it for growth.