I’ve seen the future and this is what it looks like. It’s pretty clear at this point that cannabis legalization, at least for medical purposes, is happening and cannabis is becoming commoditized. For those of you that didn't take marketing 101, this is when branding becomes especially important. It's time to start approaching the process of branding cannabis in a way that is more sophisticated than the average college kid playing xbox might. I’ve read about dispensaries in the bay area that aspire to be the Dean and Deluca of the business in terms of the overall experience. This, however, is on another level altogether.
The Cannabis Wizards, a dispensary in Aspen, enlisted Quaker City Mercantile, a creative agency, to develop an all-inclusive branding campaign for its dispensary. You may know QCM from it's work with Hendrick’s Gin.
QCM came up with a stellar name in Silverpeak Apothecary. Silverpeak sounds nice and is a great way to connect with the local Aspen community. The word apothecary has strong ties with associations of craft and care. It harks back to an old time when life was simpler and when people looked to the earth to alleviate symptoms and cure illness. Let’s face it, all this branding is perfect for the demographic buying cannabis from a dispensary in Aspen, Colorado. You can think of this as the Kiehls NYC of the medical cannabis world.
The packaging and labels are not so shabby either. They've taken great strides in presenting cannabis as a legitimate product and the dispensary as a real purveyor medicinal herbs that is interested in holistic health. I'm interested to see if this trend continues and if we will see this type of branding buttress the overall legalization movement.
For the complete story please check out Quaker City Mercantile. Also, thanks to AdRants for tipping me off.
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