As support for federal legalisation of marijuana in the U.S. grows, so too do efforts to transform cannabis — and the accessories associated with it — into high-end products.
The industry has witnessed a surge of innovation from startups and investors. From premium subscription services to celebrities capitalizing on the ‘green rush,’ a new level of luxury and design is permeating cannabis culture.
Chronik Water, an innovative cannabis-based tonic water product, aimed to enter this industry. However, they needed a solid creative strategy to launch this brand and stand out in this competitive market.
Having audited Chronik Water’s potential competition across the cannabis market, we discovered there was a gap for a heritage brand that communicates authentically. The heritage in our brand strategy would draw inspiration from the cannabis industry and the tonic water sector. The tiger in our design is a nod to tonic water heritage. We aimed to position the brand as ‘pioneers,’ opening up themes of craftsmanship, allowing us to focus not just on the cannabis or drinks business, but on quality. Chronik Water wasn’t made because it was easy, but because it was hard.
