CREATIVE DIRECTION & STRATEGIC DESIGN

TORONTO CANADA

FLOWER FORWARD
NOVEMBER 2019

CANOPY GROWTH
COSSETTE BRAND DESIGN
TORONTO CANADA

CREATIVE DIRECTION & DESIGN:
Mark Neil Balson
DESIGN:
 Julie MacKinnon

WRITING: Elijah Di Gangi
HEAD OF DESIGN: Luis Coderque
FLORAL INSTALLATION: Carl Ostberg

October 17th, 2019, marked a momentous change in the cannabis industry. Known as “Legalization 2.0”, it saw new formats and innovations being introduced to excite Canadians for the first time. Flower, the earliest form of cannabis, was metamorphosing into edibles, beverages and vapes – the future of cannabis. As industry trail blazers, Canopy Growth hosted events in Toronto and Calgary where they showcased their impressive brand portfolio and celebrated this evolution within the industry alongside media, vendors and cannabis enthusiasts alike. 

Cossette was tasked with developing the event strategy, naming, branding and experiential design to build curiosity and anticipation around the new, forward-thinking products Canopy was going to offer. We needed a way to elevate this important moment in Canadian cannabis history while staying true to the brand and connecting with their existing customer base. So we took elements of Canopy’s core identity and evolved them into Flower Forward.

At the event, keynote speakers outlined how the industry was transforming. Guests were invited to experiential stations lead by Canopy innovation experts where they could touch, taste, and drink non-active samples of vapes, edibles and beverages that would soon be in-market.