Background & Challenge:
Citizen Stash is a Cannabis brand geared towards a younger more city focused market segment. Citizen Stash wanted to create a platform where micro cultivators could release boutique strains in collaboration with Citizen Stash. The brand needed to appeal to the market, and allow for brand recognition without straying far from the parent brand. Thus Community Stash was born.
Considerations & Challenges:
Cannabis branding is subjected to various heavy handed marketing and packaging guidelines by Health Canada. Micro cultivators face an uphill battle in getting all of their goods to market. The Community Stash platform allows them to work with larger producers to get things into market faster. There is a unique appeal that many micro cultivators have that larger companies do not - small batch, rare, unique and different strains. Citizen Stash needed to be considerate not to over power smaller producers and give them a reason to sign up to the platform.
Result:
Micro cultivators were eager to join the Community Stash project with multiple producers signing up. They are able to leverage a strong social presence from Citizen Stash, and Citizen Stash was able to capitalize on the unique and rare strains the market is eager for.
Client: Citizen Stash
Market: FMCG
Work: Creative & Art Direction, Design, Branding, Strategy.
Agency / Team: DIGA