Why Cannabis Companies Rebrand: An Explanation

The cannabis industry is rapidly growing, and we’re inching closer to federal legalization. Some states have only recently introduced a retail cannabis market — fruitful endeavors, even in their infancy. However lucrative as it may be, the industry remains incredibly competitive, making it difficult for new companies and establishing brands to stand out.

The wonders that a rebrand can do is endless. Though the products might be top-tier, marketing for the cannabis industry still significantly affects how far a brand can reach. It can stand from a straight-to-consumer retailer to landing major distribution brands that extend beyond their home state. Truly, cannabis is following in similar footsteps to the alcohol business. Craft products might garner attention, but they can’t truly cement their status in the industry without starting a cannabis brand that sparks people’speople’s curiosity.

From colors to imagery and packaging material and sizes, there are a few ways to help your brand to become a leader of the pack. Many brands, especially those with an established name, have witnessed a surge in demand simply by restrategizing. Though they might not change the formula of their products, the ability to attract eyes to the packaging is critical to revamping your brand. It’s likely why you’ve heard many industry professionals and insiders stress the need to learn how to rebrand your cannabis brand.

MJ Biz recently spoke to various businesses that’ve undergone a rebranding in recent times. Their research shows high success rates when companies begin to strategize precisely how they’re marketing their products. Some businesses, for instance, have struggled to maintain strong momentum in their state before learning how to package weed properly. Switching up colors and logos can drastically shift the presence of a cannabis company. However, it’s no easy feat to accomplish and, in many cases, requires trial and error, a process that can be both timely and costly. 

Elizabeth Corbett, VP of sales at Florida-based packaging solutions company AE Global, explained four significant reasons a business would consider a rebrand. For one, an already-established company wants to rejuvenate its brand to reflect a new “spirit and identity.” In the case of some businesses, updating your company’s aesthetic to encompass recent trends and styles is necessary. Sometimes, there’s no harm in hitting the refresh button in anticipation of a new wave of customers.

Take Denver-based Escape Artists, for example. The company already claimed a stake in southwestern and Midwest areas of the country, but its next move is to expand further in these areas with its pre-rolls, tinctures, and topicals. They shifted their colors from black and white to teal and gold, which provides a cohesive look across their entire brand.

Not only did the company use the moment to rebrand, but it also considered the future of eco-friendly sustainable cannabis packaging. They carry their products in recyclable glass jars, plastic lids, and pre-roll tubes. At the same time, they’ve also found a domestic producer of their boxes, made of recyclable cardboard paper. 

Escape Artists’ rebrand encompasses a few reasons a company would want to shift its aesthetic. The anticipated demand boom requires a more pristine look while also addressing sustainability and a look that reflects the company better. However, when some businesses tinker with their formula or add new products, it’sit’s key to add a visual flare that matches these changes. Canna River, a California-based brand, came up with six new collections beyond CBD, including delta-8 THC, delta-9 THC, and hexahydrocannabinol (or HHC) products. At the time, they went from an earthy and rustic look to one that’s vivid and eye-popping. Between the new products and a new image, the company witnessed a spike in sales of 134%. The pop-art-inspired look opened the up to a broader range of cannabinoid users. In addition, they increased the font size of the measurements of cannabinoids in the product. However, they have kept all of the languages the same.

Similarly, hemp-derived, CBD-infused beverage brand Rhythm transformed its hard seltzer-like aesthetic to emphasize the use of CBD. Part of this was because it looked like an alcoholic beverage. So, they changed towards brighter colors and ensured that “Sparkling Hemp Beverage” was towards the top of the can. Then, they changed the iconography and the language itself on the can (i.e., they changed the “Dream” beverages to “Sleep,” accompanied by moon and stars). 

Many cannabis companies have also emphasized the social issues surrounding marijuana and its industry. It’s a critical element of marketing for the cannabis industry as more consumers become more conscious of what products they support.

Miss Grass creates products that are breaking beyond the male-dominated cannabis industry. Miss Grass intends to become a go-to brand for women seeking solid, quality marijuana products. So when they rebranded this year, they went against the grain to challenge the “male stoner bros” aesthetic, meaning dark colors and psychedelic language and graphics, said Priyanka Pulijal, Miss Grass’sGrass’s creative lead. Pulijal said that its neon “party” packaging resonates with mature women who happen to appreciate cannabis — a demographic that’s often overlooked and underserved. At the same time, the colors on the packaging connect with its strains. Blood orange packaging for Sativa-dominant strains, while indica products get packaged in sapphire blue. 
Each of these brands understands that the cannabis industry is changing. Miss Grass, for instance, is creating products that break stereotypes and showcase that their products do not need to be defined by a male-dominated industry. It’sIt’s a brand like Miss Grass that showcase the importance of the evolution of cannabis packaging in a way that not only captures your eye but speaks to the state of cannabis culture at large.