A collective of craft brands, joined by passion + purpose.
Aqualitas leads the way as the first organic cannabis producer in the world to achieve EU-GMP certification and a Health Canada Drug Establishment license. Setting the standard for the global cannabis market, they have become one of the most trusted brands in the world. As such, other producers were consistently reaching out seeking support in bringing their products to market.
The Aqualitas leadership team saw this as a prime opportunity to diversify while also supporting other craft growers that shared their passion for producing high quality cannabis products. They engaged our creative team to help them develop a name, brand identity and positioning strategy for this new collective brand of independent growers that would position them as a bold leader in the craft cannabis movement.
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Brand Strategy + Positioning
Brand Naming
Brand Identity Design
Product Packaging + Labels
Web Design + Development
Retail + POS Displays
Budtender Activation Kits
Branded Merchandise
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STRATEGY + POSITIONING: Rachel Colic
DESIGN: Benny Corrigan, David Sacha
COPYWRITING: Paul Silbiger, Rachel Colic
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To ensure the brand strategy and positioning reflected the unique values and purpose that brought the collective to life, we worked closely with their internal production and quality teams as well as key industry stakeholders, consumers and craft producers across the country.
Through facilitated workshops, customer surveys, and interviews with the leading craft growers in the sector we identified a high-value target consumer — cannabis enthusiasts who love the chase and savour the catch. A connoisseur that doesn’t flow with mainstream, but is in a continuous search for the latest buzz, and the most unique experiences. Utilizing these key insights, we developed a comprehensive brand identity and positioning strategy along with marketing collateral, a microsite and retail activation kits that aligned with the values and core desires of these customers.
And so, the Current Collective was born. A new, fresh and often changing collection of remarkable cannabis products from small craft producers across Canada – curated by the world-class team at Aqualitas. The name Current was chosen as a play on words that reflects both the ever changing and limited nature of the product lineup, while also being a nod to the parent company.
At the heart of the Current brand identity is the wave form and the custom-designed fluid typography. The illustration of ocean currents and the Current Collective navigational badge creates a sense of adventurer and imbues the identity with the essence of a seeker and explorer. The colour palette is grounded and earthy reflecting the shades of green, purple and gold often expressed by unique cannabis genetics and ocean currents.
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Since launching the Current Collective has welcomed several of the most innovative and trusted producers in the Canadian cannabis industry into the fold. Together they are setting new standards for craft quality cannabis products across multiple formats in several key markets. The initiative successfully created new revenue streams for Aqualitas and further cemented their reputation as one of the most trusted cannabis brands in the world.
