Mindful

Branding + Advertising

BE MINDFUL

Formerly known as Gaia, Mindful is a cannabis dispensary chain with locations in Colorado and Illinois. Mindful partnered with Cannabrand in 2014 to reposition the brand for the newly emerging recreational market. We worked together to formulate a new name and brand identity, and led the storefront redesign for their Denver headquarters. Cannabrand designed all supporting marketing materials, uniforms, signage, and led the brand launch through a creative advertising campaign and digital marketing strategy.

OUR APPROACH

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.

MEDIA RESULTS

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.