Problem Solved:

Maintaining Leadership in a Changing Marketplace

Industry

Cannabis, Dispensary, Retail

Type of Work

Category Analysis
Brand Strategy
Tagline
Campaign Idea Development
Promotional Campaign Design

INSIGHT

THE MAINSTREAMING OF CANNABIS

The legalization of recreational cannabis in California has driven major shifts in the dispensary category, with marked change in consumer behavior and the competitive landscape. The overall number of dispensary customers is growing, and the balance of consumption is rapidly shifting from medical to a recreational majority. Plus, new dispensaries and delivery services are saturating the market, offering a broad range of retail experiences.

BACKGROUND

AN ICONIC INSTITUTION IN A CHANGING WORLD

BPG is the nation’s oldest medical dispensary and an iconic figure in patient advocacy and the fight for safe, legal cannabis. In a post-legalized consumer world, BPG’s significant contribution to the industry, its expertise and its culture of advocacy were in danger of losing relevance. About to celebrate their 20th anniversary, BPG had the opportunity to make a big impression, and would need to clearly articulate what makes this incredibly rich brand compelling to the ever-broadening marketplace.

SOLUTION

FOR GOOD

Trinity developed a brand strategy centered on the promise of For Good. As a purpose-driven brand in business for the long run and for the benefit of others, this strategic brand foundation captured BPG’s essence in a way that matters to medical and recreational consumers alike and provides a platform for powerful and cohesive brand expression. From this platform, Trinity helped develop their 20th Anniversary community campaign “$1 Million For Good” and designed a friendly and eye catching visual campaign made up of illustrated icons and milestones that represent BPG and its contributions, laying claim to the brand’s significant role in the cannabis and Berkeley communities.