Featured image for The Botanist Rebrand Inspires Consumers To Never Stop Discovering What Cannabis Can Do

The Botanist Rebrand Inspires Consumers To Never Stop Discovering What Cannabis Can Do

by Chloe Gordon on 01/10/2023 | 4 Minute Read

Within the heart of The Botanist rebrand lives a mantra to challenge the brand and consumers to never stop discovering what cannabis can do: “Go Beyond.”

In 2022, Acreage-developed product brand, The Botanist, initiated a full-scale rebrand across its vast spectrum of THC offerings – about 300 product variations across 6 states. The brand needed to redefine its market position, and the rebrand was a deliberate transformation to embrace a contemporary and customer-centric visual identity and ethos.

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With the visual identity and ethos, the team wanted to encourage a relationship between brand design/visual identity and the individual, personal discovery of cannabis. The brand adopted simple, yet sophisticated visual icons and distinctive color schemes per product type to facilitate an easy way for consumers to discover and explore new consumption methods based on their behaviors – an effort to also affirm its mantra, “Go Beyond.” This involved re-imaging packaging for all products in all categories: flower, pre-rolls, capsules, Rick Simpson oils, sublinguals and edibles.

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And in addition to the design-driven packaging concept, the brand’s new look embodies a “green and clean” approach – sleek, beautiful, and minimalistic with straightforward, clear details to emphasize in a snapshot what’s inside. The updated packaging color palette utilizes 5 hero hues: Grass, Tree, Air, Water and Sun – all of which were inspired by nature and meant to symbolize the art of botany. Tying back to the concept of exploration and discovery, the brand created 3 additional hues to denote strains: Indica Purple, Sativa Orange and Hybrid Green, to help customers easily navigate products and their preferences.

A hero moment for the rebrand is the new logo – its capital “B.” The “B” not only emphasizes The Botanist brand name but also highlights its mantra, “Go Beyond.” The brand wanted the “B” to be an aspirational key visual inviting consumers to envision how cannabis may change or help enhance their lives. Finding a new hobby, mastering a new skill or seeking out better health – whatever the consumer has in mind, The Botanist can help them on their ongoing wellness journey. And sticking to its “green and clean” approach, the brand saw a way to optimize the “B” as a key product packaging differentiator. For example, with edibles packaging, the “B” has a distinctive color for each edible flavor so consumers can clearly see and understand flavor differences when perusing the assortment; a custom palette for 24 flavors was created for the brand’s extensive edibles collection.

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With the rebrand, The Botanist’s values, which remain true to its “Go Beyond” mantra, include 4 pillars: botany, quality, innovation, and knowledge. (1) The brand begins cultivation by selecting the right genetics from its ever-expanding genetic library and nurturing them until they reach their fullest potential as plants; this deep admiration of botany, and the intersection of science and nature, yields flavorful, consistent, and effective products. (2) Product quality is a priority, and the brand built a production process to ensure optimal, consistent products. (3) The brand prides itself on constant innovation, from charting its own path with product firsts in the industry to continue evolving to create more consumer options and deepen its brand <> consumer relationship. (4) Whether it is product descriptions, consumption methods, or consumer trends, knowledge powers the brand and is a key element woven into all business verticals: communications, marketing, packaging, production and more.

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The brand’s sustainability efforts are a proof of concept to the rebrand and its values. With the rebrand, the brand removed excess packaging with many products, eliminating the outer layers of secondary packaging to reduce landfill waste, and began using more sustainable packaging wherever possible, including FSC-certified paper stock for each box, ocean-bound plastic for vapes and pre-roll tubes, and degradation enhancers for multipack pre-roll cases which effectively reduces the deterioration time in a landfill. Lastly, the brand offsets raw materials used in manufacturing labels by planting trees for reforestation.

As a result of The Botanist rebrand – specifically with the packaging concepts, the brand saw a 32% uptick in online product checkouts with dramatic increases in even its most established categories such as flower (+28%), vapes (+49%) and edibles (+41%). These are quantitative results highlighting the power of enhanced packaging with a deliberate, thoughtful approach.

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And just as the brand challenges its consumers to “Go Beyond” with cannabis, the brand’s team adopts the same mentality as you can read within this submission. The team goes beyond to challenge the status quo and strives to be a better company with higher capabilities and capacity for innovation. The team is committed to going beyond with its 4 pillars and with its complete brand experience – strategizing and rethinking tools, concepts and packaging to give its consumers more. The brand believes in the power of cannabis and encourages all to “Go Beyond”.

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