cannabis Rebranding services

Rebranding

Rebranding is like a snake shedding its skin, dropping the old look for a fresher, brighter, better identity. It should be a standard, routine activity for all businesses, but rebrands need to occur more frequently in the cannabis industry. That’s because of the industry itself; the geographic market, products, trends, and personas change more often than in any other industry.

“Nobody wakes up and decides it’s time for a rebrand. Something forces that decision, like growth, a merger, a market shift, a name that stopped fitting what the company has become, or noticing that they look like everyone else.”

Matt Gillespie, Vice President of Creative, Hybrid Marketing Co.

A dispensary in a newly-legalized market has drastically different visual identity needs than a dispensary operating in a mature market. And as markets transition from illegal to legal recreational and medical cannabis, existing dispensary brands also need to transition.

mock up of everest cannabis co website on Desktop

HYBRID-CANNABIS-REBRANDING-PACKAGING-EVEREST

"We knew recreational cannabis would be legal soon in New Mexico, and we wanted to get ahead of the legislation. We brought Hybrid on to help us rebuild the Everest identity to improve our connection to customers in this new, more competitive environment. The results were better than we ever imagined!"

Rebranding doesn’t necessarily mean an entirely new look; sometimes it’s more subtle. If you’re concerned about losing the brand value you’ve worked hard to earn, a brand refresh might be the better choice.

How Hybrid Approaches a Rebrand

A company usually comes into a rebrand knowing what no longer works before it knows exactly what the new brand should become. That gives us an important place to start.

Hybrid begins with discovery to understand the company, where it is headed, what has changed, and what the existing brand needs to solve. From there, we establish the brand foundation, including the company’s purpose and vision, before moving into visual direction.

“In over two decades, I’ve never started the process by talking about logos. I start by finding the problem the brand has to fix.”

Matt Gillespie, Vice President of Creative, Hybrid Marketing Co.

Moodboards help establish the visual tone before individual design decisions are made. That direction then informs the logo, color palette, typography system, and supporting visuals. Each element should connect back to the company and the problem that prompted the rebrand in the first place.

Cannabis brands also have to account for an industry where markets, competitors, regulations, product categories, and customer expectations can change quickly. A strong rebrand gives the business a distinctive identity it can continue to build on as those conditions change.

Regardless of whether your brand needs a shiny new identity or a refresh, we’ve got your back. Rebrands and refreshes are fun, but you need the right cannabis marketing agency to give your brand a facelift successfully.

No cannabis marketing agency is better equipped to help you shed your skin than Hybrid.

Our Cannabis Rebranding Work

See how Hybrid has helped cannabis companies evolve their brands as their businesses and markets changed.

Illuminated Extractors

Illuminated Extractors had a strong story behind its cannabis extraction equipment, but its branding was not communicating it. Hybrid developed a new identity built around the company’s name and backstory, then applied it across a new ecommerce website and print collateral.

Remedy Dispensary

Hybrid rebranded Remedy, Maryland’s largest medical cannabis dispensary, and extended the new identity across its website, merchandise, and event design.

Your REBRANDING EXPERT:

Matt Gillespie

Matt is our VP of Creative. He has expert eyes and ears, making him the perfect creative lead to transform your existing cannabis brand. Matt has been the essential creative for many cannabis rebranding projects, and the results are always positive.

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