High Craft

Canada legalized cannabis in 2018 — then handed the industry the strictest marketing rules in the business. No people. No product. No claims. No lifestyle.

Canopy Growth gave us four brands to reposition, rebrand, and relaunch — in ten months. The safe move was to blend into the sea of leaf logos and green crosses. We did the opposite: we went back to creative fundamentals and built each brand on a cultural truth the regulations couldn’t touch.

For Ace Valley, the truth was human — sex and cannabis are excellent bedfellows, and people spend a lot of time thinking about both. CannaSutra implied the first by exploiting the second, and opened the door to an entirely new product category: cannabis intimacy gummies. They sold out on day one.

For DOJA, the audience was the obsessed connoisseur — the cannasseur — so we built a brand that read as a love letter to the plant and the craft of perfecting it. Committed to Craft: ultra-high-res product photography, front and center and threaded through the logo itself — the obsession made visible, from seed to sale.

Four brands. Ten months. Zero paid media — and a category that finally had something worth talking about.