How do you help a successful House of Brand start a user centric candy brand from scratch?
Cannacraft is an incredible award-winning cannabis House of Brands that includes ABX, Care by Design, Satori, Hi-Fi Hops, and many more. Their robust portfolio offers vaping, flower, gel, capsules, cannabis-infused berries, chocolate & beer.
When they decided to enter the candy market I was brought in to help them create a brand from scratch that would attract experienced young cannabis consumers. They needed direction to create the brand's personality, starting with what form factor would attract their targeted audience.
SOLUTION
1. Competitive Analysis to understand the market opportunities.
2. Qualitative and Quantitative Market Research with the target consumer.
3. Brand Strategy to translate the data into brand visual identity & personality direction.
Strategy and Research
We evaluate direct and indirect competitors and category leaders in order to determine their strengths and weaknesses relative to those of your brand, identifying areas for opportunity and gaps within the market.
QUANTITATIVE SURVEY - Consumer Brand Validation
We conducted a series of surveys to better understand the target consumer, product receptiveness, cannabis usage and behavior. Use other brand visuals and marketing to learn what attracts and endears these customers to specific brands. (mission, values, visuals, packaging, naming) to inform brand strategy and customer profile development.
QUALITATIVE FOCUS GROUPS - Consumer Research
Used on the data we collected from the competition analysis, surveys and created focus groups with young adults from 21 to 30 years old, both female and male experienced cannabis edible users.
Translating data into a Brand
USER PERSONA
This consumer is looking for freedom and self expression. They are excited by new experiences where they feel as if they are part of something larger than themselves and connected to a like-minded community. They are also plagued by a short attention span and a serious case of FOMO. Their need to discover the “next best thing” can lead to distraction, disconnection, loneliness and a deep fear of being seen as unoriginal.
BRAND ATTRIBUTES
After we learn in depth the targeted audience’s preferences and desired outcomes, we align it with the goals of the organization. We develop up to three visual brand directions and test it against the market.
Brand Attributes
Brand Direction Suggestion
Fun. Innocent. Colorful. Inventive. A break from routine.
Brand Activation
Ensure you are connecting with this consumer where they’re already hanging out (events, social media, blog, consumer involvement in product innovation). Promote a good time but also show them the ways you support the things they care about (the environment, self discovery, adventure). Most importantly, offer them a high-value product (illustrate the potency/cost benefit) and continue to innovate on flavors, and products, keeping them engaged and the brand top-of-mind.
