Isla Flower Company
Brand strategy and creative look & feel for a female focused cannabis brand
Background
This brand was created during the legalization of recreational cannabis in California. It was a chaotic time. The medical market was upended and consolidated and there was an appetite to create a brand that targeted the growing female segment. We were seeing trends in wellness and mental health for women that drove an interest in formulating products just for her.
Isla Design Thinking
Discovery
Non-Cannabis Trends
Discovery
Cannabis Trends
The Problem
Between work, home, significant others and kids - women are seeking a better way to manage stress, strengthen their relationships and free themselves from worry and negative self talk.
The Opportunity
The climate of the #metoo movement, trending self-care and wellness categories makes it a perfect time to create a female-centric brand with products specifically formulated to fit her needs.
Who are we talking to?
Primary audience: Gen x and older millennials | 30 - 50 years old
Secondary audience: May also attract younger millennials & boomers
How does she think & feel?
Trying to do it all
She is hard on herself
CEO of her household
She cares a lot
Likes to be in control
Wants to be present with her kids, partner, & friendships
Prone to anxiety
Wants to unwind and relax but struggles to do so
Wants a cannabis brand that complements her style
What jobs is she hiring us to do?
Free her to live in the moment and not worry so much
A guiltless, natural way to take the edge off
Help her feel better about herself & more in control of the way she feels
Help her feel adventurous
Help her look cool
Improve her relationships with her kids, partner & friends
Brand Strategy
What matters most
Simple
Modern
Bold
Design Language
Explore Options
Design Territory Boards
Explore Options
Packaging Design Options
Final Design Direction
Photography Direction
Qualitative Research
In 2018 when this brand was conceptualized it was notoriously difficult to do research in cannabis. It was newly recreational in California and customers were private and averse to putting their name on a list that documented their cannabis use. Stringent compliance rules also posed a challenge, you cannot give samples of a Schedule 1, federally illegal drug. So we had to find loop holes in order to recruit and let the women sample the product formulations for feedback.
While we ended up with a smaller group than we had hoped for, the conversations were rich with insight.
