ZELE BEVERAGES 2021
CATEGORY/ Cannabis Beverages
Brand Development & Strategy
Brand Asset Development
Photography
Marketing & Communication Strategy
Creative Direction
Website & Digital Engagement
Brand Asset Development
Photography
Marketing & Communication Strategy
Creative Direction
Website & Digital Engagement
Cannabis beverages in the Canadian market have not yet proven to grab a hold of consumers in a tangible way. Categorically, taste has been underwhelming, positioning has been non-existent, and a global ‘reason to believe’ has yet to make waves.
Zèle brought along a previous logo/wordmark that worked, but what the company was missing was a true positioning and competitive advantage. Creatively, Zèle also needed a visual concept that allowed them to create a meaningful connection with the consumer, while not deviating from initial core visual components pre-approved by Health Canada.
THE CHALLENGES
Visually: the brand retained too many similar elements to competitors in market.
Positioning: the brand didn’t incorporate or pay homage to the already 13 year product experimentation heritage that laid the foundation for an incredible brand story.
Concept: we needed to look to where consumer expectations were going, to create something that aligned with the brand’s fundamental craft identity.
Hierarchy & Future-Proofing: looking ahead to product development opportunities to ensure the brand not only works for today, but for multiple product generations in development.
The re-positioned brand was deconstructed and strategically re-built with an entirely new proposition, communication system, and fundamental identity. It retained its core visual elements while we expanded on palettes, typography, and color systems, and designed custom graphics and illustrations to ensure Zèle can flex everywhere it needs to show up.
We also expanded the brand into new territory by taking the brand photography to new heights with powerful retail and digital experiences for consumers.
While the full brand roll-out will take time to implement and amend due to regulations, one of the first instances of the new identity will be through in-store touchpoints and partner education.
