Cannabis is an exciting (but highly commoditized) space. To make things trickier, most markets are still in their infancy, meaning consumers and retailers are still figuring out what's working and what's not in cannabis retail. The Source is a chain of cannabis dispensaries in Nevada that wanted to consolidate and drive differentiation in their owned-brand portfolio, as well as deliver a better retail experience top-to-bottom.
The Source hung their hat on their expertise, born of their team with real-world cannabis experience. Their self-described "picky potheads" and don't let lackluster bud make its way to their shelves. To help consumers understand this difference, we helped develop their "Flower House" concept which provided visual and verbal communication on their standards, and what set them apart. At the end of all their technical analysis was a "Source Score," a rating system gave consumers quick snapshots of quality.
In addition to distilling hyper-detailed product cards, The Source Score also helped break product tiers down into digestible nuggets for consumers. We traditional retail tier conventions (good, better, best, bestest) as the basis for our product tiers, then used language of the cannabis culture to explain why one strain was better than another.
Throughout our effort to make The Source a trusted brand in the cannabis wild west, we never forgot to bring the fun. Activations were designed to be provocative, eye catching, and let the product do a lot of the talking. Merch was made to be worn as true streetware.
