Background
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One of the amazing brands I worked on in my time with Entourage Health Corp. (formally WeedMD Rx) was Saturday Cannabis - a dismissed segment of the growing organization I saw so much potential in.
I worked with my team to help redevelop an entirely new strategic positioning and visual concept for this underdog brand, going back to basics and the excitement of pre-legalization aesthetics. Bold, brave and very tongue-in-cheek, just like how Saturday (should) feel.
Saturday Cannabis is a cannabis brand created with the ‘Legacy Consumer’ at its core. Proudly boasting a curated product portfolio dedicated to flavour forward offerings, infused with rich terpene profiles and abundant aromas. With a focus on embracing cannabis 2.0, (think vapes, edibles) Saturday serves consumers' ever-evolving needs and tastes.
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Scope of Work
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Research
Concepting
Brand Identity Refresh
Web Design
Social Media Management
Content Creation
Photography
2021-2022
Hold tight - it’s almost Saturday. Saturday Cannabis is a taste of what life would be like if you only ever did what you wanted. The only flaw is it only happens once a week...until now!
We realized there was a disconnect with the branding and Saturday’s target consumer.
Lifetime smokers who participated in the legacy market are happiest consuming and buying from brands in the legal market who seem as if they too have been here since the early days. These consumers want a brand immersed in the culture and share their old-school-cool values...all without “doing to much”.
However, Saturday Cannabis’ original branding was preppy, clean and almost medicinal - a complete turn off to the exact audience we’re trying to reach. The spark was lit, and the problem to solve became clear.
So what did we do?
An entire refresh.
Using our tagline, “a taste of what life would be like if you only ever did what you wanted” combined with legacy market, ‘illicit’ aesthetics, we re-envisioned what the best day of the week could look like if it was a brand. Unstuffy, approachable, pushing-the-mark funny, teasing boundaries, vibrant, bold and always cool, Saturday Cannabis was reborn.
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