Brand Strategy & Positioning
Product & Strain Naming
Creative Direction
Brand Identity
Brand & Marketing Collateral
Packaging
Branded Merchandise & Accessories
Editorial Design
Social Content
Motion Graphics & Animation
Integrated Campaign
Copywriting
Photography & Art Direction
Website
Production Management
Brand Guidelines
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After having worked with the team at Aphria to develop Solei, we were tasked with developing another recreational brand—for a very different kind of audience.
This time, the challenge was creating a brand for a younger, more urban, and highly creative demographic—who is also highly resistant to traditional marketing and has a great BS radar. So we created RIFF: a platform revolving around creativity, collaboration, and pushing boundaries.
Introducing RIFF, a cutting-edge cannabis brand for the urban, creative crowd. Authentic, collaborative, and boundary-pushing.
After getting to know our audience, we fully immersed ourselves in the world they inhabit and dug deep to understand how RIFF can meaningfully impact and enrich their daily lives.
We created a brand platform, name, visual identity, packaging, strain names, a go-to-market plan, a zine as well as ample social content, a website, merch, and various out-of-home elements, including wild postings and in-store display posters.
We communicated to our audiences on the platforms they used daily, meeting them on their journey and creating content that brought value to them. We rewarded them for paying close attention to what RIFF had to say, creating Instagram-exclusive invitations to our events across the country. Using Instagram stories, a format they used organically, we let our followers in on the most exciting and exclusive summer events, and exclusively organic content sold out every event we had put on.
In addition, we continued to work with the Aphria team to create the Co.Lab – a collective of Canadian artists and makers who contribute to RIFF’s ever-evolving roster of collaborators. Each season the collaborations change, as does the content, the perspectives, and the unique experiences that come with it.
