Cannabis for All
Trinity developed a brand strategy for CERIA that would achieve the company’s mission to make the magical experience of cannabis accessible to all adults. We shared Villa’s POV that beer is a familiar and beloved part of peoples’ social culture, and identified that the key to making this new hybrid product line accessible and acceptable would be to root it firmly in a beer analog. The strategy would drive positioning, visual and verbal expression of the CERIA brand as a quality beer first, with the infusion of THC an exciting new twist that expands beer’s potential and promise.
This approach would make it easy for consumers to understand and integrate CERIA’s products into their mainstream usage occasions.
We helped CERIA define its portfolio architecture by carving out the company’s beer-specific product line under the CERIA Brewing Company name—to allow room for them to build out future non-beer portfolios within the CERIA masterbrand. We also developed product naming, with the inaugural Belgian-Style White Ale called “Grainwave”—playfully marrying the beer ingredient story with the cannabis experience.