Brand Strategy, Positioning, NAMING, BRAND Identity, Messaging, Product development, Sourcing, packaging, HARDWARE DEVELOPMENT, MANUFACTURING, Merchandise and Retail Design
Overview
HOUSE of BRANDS
_
MNML partnered closely with Cresco Labs on their mission to create a CPG-inspired House of Brands for the cannabis industry. The resulting foundation enabled Cresco to become one of the largest, most successful multi-state operators in the industry.
From brand strategy and packaging design, to hardware and formulation development, to retail identity design and brand merchandise, MNML Ventures and its partners strategically realized a diversified House of Brands for Cresco Labs at the onset of a new mainstream category. An end-to-end brand and development partner with a deep understanding of the industry, MNML’s founder curated a bespoke team of internal and external specialists to create and execute nine brands over the course of 2019 leading up to Cresco’s home state recreational release in Illinois. From there, the brands launched across a national foot-print. The diverse portfolio of user-centric, occasion-based brands, spans dozens of consumption form factors and addresses the needs of medical patients, recreational users, novices, and OGs. Together we established the foundation to normalize and professionalize cannabis that has fueled record-breaking quarter over quarter growth for Cresco Labs.
“Following the rebrand, Cresco Labs announced record revenue of $153.3 M, 63% growth QoQ, an absolute increase of $59 million.”
Cresco
BRAND STRATEGY
Positioning
BRAND Identity
Messaging
packaging
High supply
BRAND STRATEGY
Positioning
Naming
BRAND Identity
Messaging
Product development
Sourcing
packaging
–
In a market filled with noise, High Supply breaks through with a straightforward, consistent product and brand experience that is simultaneously universal and distinct. Filling a void in the market, the brand bridges the gap between experienced and new cannabis users, giving them everything they need, and nothing they don't.
Focused on quality and consistency, the brand's accessible, no-nonsense personality is evident in the white-label style logo that reinforces that the focus is on the product—nothing else. The brand is expressed through strong product descriptions and concise language, a limited color palette, no-frills packaging, and candid, effortless photography. The result is a distinct, authentic experience that is designed to last.
MINDY’s
BRAND STRATEGY
Positioning
BRAND Identity
Messaging
packaging
Good news
BRAND STRATEGY
Positioning
Naming
BRAND Identity
Product development
Sourcing
Messaging
packaging
–
Playful yet sophisticated, Good News welcomes consumers to explore cannabis, navigating by occasions, rather than intimidating and overly-complicated strain names. Using “social mindsets” to categorize the product offering, the brand demystifies the world of cannabis and relates to consumers on a personal level.
The name, identity, packaging, and photography of this spirited brand were designed to be expressive, clear, and relatable. Vibrant colors and concise language help users select their desired experience—from alone time at home to partying like they’re in Vegas. In addition to the playful logo with its changing eyes and embedded smile, the bright color palette and unique product names bring some much needed positive energy to the category—and the world. The result is a brand that is easy-to-use and easy-to-share.
Wonder
BRAND STRATEGY
Positioning
Naming
BRAND Identity
Messaging
Product development
Sourcing
packaging
HARDWARE DEVELOPMENT
MANUFACTURING
REMEDI
BRAND STRATEGY
Positioning
BRAND Identity
Product development
Sourcing
Messaging
packaging
SUNNYSIDE
BRAND STRATEGY
Positioning
Naming
BRAND Identity
Messaging
Merchandise
Retail DESIGN
