Vancouver’s Premier Cannabis Company, Eden Empire, Strikes Back
Challenge
These days, the business of cannabis doesn’t look like…well, cannabis. It’s full of suits, analysts, and opportunists ready to take advantage of Canada’s latest and greatest economic opening. In this sea of business-as-usual, Eden stands out from the crowd. With over 100 years of combined industry experience, Eden has stayed true to its roots, delivering exceptional highs before anyone else even knew how. After multiple rounds of successful funding and pursuing an application with the LCRB, Eden Empire will officially go public in the fall of 2019. In preparation for the big launch, Eden (in collaboration with Vancouver-based agency Quietly), approached Massive. Our partnership brings the brand’s emotion to centre stage with a .com that embraces storytelling as its strategic foundation. More than a product site, Eden Empire is where cannabis culture becomes real.
Solution
True to its Roots The site’s creative direction is distinctively Eden: bold, real, and funny. While competing dispensaries aim to sanitize cannabis to attract a broader audience, Eden’s creative direction remains authentic to weed’s counterculture roots. For inspiration, we looked to other counterculture, grassroots movements, like early MTV, the hippy movement, and even sneaker culture. Working within Eden’s brand guidelines, we created a design system that embraces an open environment, pushing the content to hero status and urging users continually forward.
Results
Community, Culture, and Cannabis Angular transitions and playful, compelling imagery entice users to scroll, inviting them into Eden’s story and encouraging them to explore more. Rather than focus on the health benefits of cannabis, we zeroed in on the rebellious side of weed, incorporating smoke, shake, and even Fruit Loops into the site’s design.
Massive Media
Massive is a branding and experience design agency for companies with ambition. We partner with solution-focused companies to achieve clarity, messaging and the technologies needed to thrive in the wild. Whether the end product is a new brand, digital advertising campaign, website or digital product, our approach centres on deep cultural...
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