Looking at cannabis
differently
Canopy Growth
With the legalization of cannabis in Quebec, many brands have emerged in a market still hesitant about the product. Vert Cannabis, a high-end brand owned by Canopy Growth Corporation, wanted to stand out by targeting a sophisticated urban clientele. But a major challenge lay ahead: how to build a strong identity for a product whose promotion was strictly regulated? It wasn't just a question of designing a brand, but of transforming the perception of cannabis through an original visual and narrative universe.
The idea was to cross creative universes in order to bring out a fresh perspective. Pictured left to right: Sébastien (GRDN), Francis (Caravane) and Nic Mirus (L'Eloi).
Together, the artists brought their worlds to life live, each adding his or her own elements.
These creative encounters gave birth to fables, where images opened up a vast space for interpretation and discovery.
A scene of balance, like cannabis, between relaxation and awakening.
Video explaining the artistic process.
We've grouped our fables under three headings: Escape, Balance and Relaxation.
Stephany Martel Rousseau, Artistic Director, possesses the art of uniting seemingly opposing styles.
Balance by LM Chabot
These three fables were presented together in a boxed set.
Rather than adopting traditional cannabis codes, we anchored Vert Cannabis in an artistic universe inspired by architecture and design. By collaborating with influential Quebec designers, we shaped a brand that celebrates individuality and boldness, far removed from market clichés.
Portrait Évasion created by LM Chabot.
Cannabis has long been associated either with the psychedelic culture of the 60s, or with the stereotype of the disengaged consumer. To attract a public in search of a more refined experience, we had to propose an entirely new approach, breaking with the sector's usual codes. In addition, regulations prohibited direct advertising, making traditional product promotion impossible. Our challenge was therefore twofold: to give Vert Cannabis a distinct, premium identity, while circumventing legal limitations to create authentic, organic visibility.
The originality of our media approach attracted the interest of Snoop Dogg's renowned Merry Jane.
Escape animation created by Studio Nord Est.
Once all the content had been assembled, Studio Nord took charge of animating it, breathing rhythm and coherence into the whole.
The same is true of the Mindsparkle audience, a community of design enthusiasts and professionals around the world.
Thanks to this unique approach, Vert Cannabis immediately captured the attention of an audience looking for an elegant alternative to traditional brands. The artistic and narrative universe we constructed helped redefine the perception of cannabis in Quebec, elevating it to the status of a cultural object rather than a mere commodity. The brand generated a high level of engagement, supported by organic visibility that circumvented advertising restrictions. This project demonstrated that a well thought-out identity can not only create a brand, but transform an industry.
