Cossette brands a series of cannabis events commemorating Canada’s ‘Legalisation 2.0’

On 17th October 2019, ‘Legalisation 2.0’ landed in Canada, marking a momentous change in the cannabis industry. For the first time ever, edibles, extracts, topicals and vapes became legal and available, triggering a stream of new brands and products. Flower, the earliest form of cannabis, was metamorphosing into edibles, beverages and vapes. Canopy Growth, an industry trailblazer as the first North American cannabis company to be publicly traded, hosted events in Toronto and Calgary to showcase their growing portfolio and celebrate the industry’s evolution alongside media, vendors and enthusiasts. Canadian agency Cossette was tasked with developing the strategy, naming, branding and experiential design for the events, with a particular focus on building curiosity and anticipation towards Canopy’s range of products. The chosen name, Flower Forward, captures the forward-thinking and progressive nature of the legalisation. The visual identity avoids the zany, illustrative aesthetic of most cannabis brands, instead opting to use Canopy’s muted brand colours in a sophisticated and elegant approach that elevates this important moment in Canadian cannabis history.