”We need a Cannabis brand for the ever-day smoker, rather than for the luxury end of the market. We need a hard working brand that doesn’t talk down to a hard working audience. Oh, and it needs to build on the old brand and be rooted to our home, Vancouver!”
We re-contextualised the ‘Captain’ references in the old brand by discovering a lovely bit of history that gave the whole rebrand a strong foundation to build on.
A traditional story, told in a modern accent. We ensured that the brand and every touch point stayed true to a high quality product brought to market at a lower price-point to the competition - No frills, no waste, no bullshit!