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Aphria Cannabis Brands

Director, Brand Strategy & Design + Naming

In the runup to legalization Aphria Inc. approached Jacknife to develop multiple recreational-use cannabis brands and refresh its corporate/medical brand. Working on brand strategy with client research partners and our agency’s design teams I oversaw positioning, naming and design of four consumer brands. Each brand needed to align with Aphria’s core values, yet be fine-tuned to connect with specific audience segments. Creating brands within a highly regulated environment at a time when the rules and guidelines were being defined in real-time was challenging and rewarding. We proudly launched Solei, RIFF, Good Supply and the updated Aphria brand; executing a wide range of deliverables that included brand guidelines, print and digital assets, marketing communications and packaging. Recognized top-sellers, the brands were acquired by Tilray Brands in a merger with the market leader in 2021, and continue to stand strong in a highly commoditized market.

In the runup to legalization Aphria Inc. approached Jacknife to develop multiple recreational-use cannabis brands and refresh its corporate/medical brand. Working on brand strategy with client research partners and our agency’s design teams I oversaw positioning, naming and design of four consumer brands. Each brand needed to align with Aphria’s core values, yet be fine-tuned to connect with specific audience segments. Creating brands within a highly regulated environment at a time when the rules and guidelines were being defined in real-time was challenging and rewarding. We proudly launched Solei, RIFF, Good Supply and the updated Aphria brand; executing a wide range of deliverables that included brand guidelines, print and digital assets, marketing communications and packaging. Recognized top-sellers, the brands were acquired by Tilray Brands in a merger with the market leader in 2021, and continue to stand strong in a highly commoditized market.