Canadian cannabis brand Canaca has partnered with award-winning Canadian artist Cristian Fowlie to create a series of original art pieces that serve as visual representations of its four strains: Jean Guy, Mango, White Widow and Alien Dawg.
The visuals appeare on the Canaca website, as well as 19+ environments including dispensaries and age-gated digital platforms.
Canada’s strict cannabis marketing regulations have limited companies’ ability to communicate the properties and effects of their products, forcing them to get creative with their consumer outreach.
Last month, for example, Irisa introduced a virtual reality campaign that combined an Oculus headset with scented oils to create an experience inspired by its various product lines.
“This campaign is ultimately about consumer education and celebrating our brand and products in a compliant manner—within regulations,” said Adine Fabiani-Carter, chief marketing officer of Canaca’s parent company, High Park (which also owns Irisa). “We believe creative storytelling connects with consumers.”
Fowlie is an award-winning illustrator based in Montreal who has previously created commercial work for publications including The Walrus and The Globe and Mail as well as the CBC.
“Cristian blew us away with his ability to translate the stories and ideas we wanted to share about our cultivators into breathtaking works of art,” said Fabiani-Carter. “As a cannabis brand that prides itself on its Canadian heritage, it was important to us to work with a local artist.”
The four strains with their description:
White Widow: An all-around crowd-pleaser. If strains were people, you’d be floored to meet this international icon. White Widow is a balanced hybrid known for its tight frosted buds and charged herbal and citrus aroma. You’ll be feeling happy and creative in no time.