Rebranding // Advertising // Promotions
Cannabrand created a new brand identity for Colorado-based dispensary chain Mindful, formerly known as Gaia, and helped to position it for the recreational market. CB recreated all marketing materials, designed uniforms, re-designed the storefront and signage, and led the brand launch through a creative advertising campaign and digital marketing strategy.
Point of View:
Point of View:
This is a case that exemplifies what Cannabrand can do for a company that shares our vision. We took a business rooted in a narrow target market, and strategically rebranded it to compete in both the medical and retail markets simultaneously.
To transition Gaia Plant-Based Medicine into the retail/medical hybrid cannabis chain, Mindful. This brand was developed with a new, more mainstream and inclusive target audience in mind.
What We Did:
Rebranding: We developed a fresh, clean, new brand identity and logo that reflects the new target demographic’s values and expectations.
Remodeling: We revamped the storefronts and interiors to reflect new brand and color palette (including interior and exterior signage), and to be mroe welcoming and approachable to the retail customer.
Redesign: We designed new branded unifroms for the budtenders as well as branded merchandise including t-shirts and hats.
Reintroduction: We launched an advertising campaign in targeted print publications and co-planned a launch event featuring an interactive “mega booth” for Mindful.
Mindful’s transformation was prominantly featured on the cover of the New York Times, Sunday Style Section in both print and online, and was included on a 60 Minutes segment.