Trulieve, a largely medical cannabis operation, was focused on becoming one of the largest seed-to-sale companies in America.
As the company looked at expansion to recreational markets, a refreshed brand image was necessary to communicate their newly focused brand purpose ‘Cultivate Potential’. To capture their optimistic spirit and focus on a loyal consumer base, the existing logo was dissected to better represent connection, community and experience. With a refreshed and reinvigorated identity, packaging, merchandise, social expression and dispensary interior design were all on the table.
A renewed focus on people drove creative expression realigning the company’s focus on diversity and usage occasion. For many, cannabis means relief and others recreation and rejuvenation so the goal was to focus on the joy and optimism that comes from access, education and use.
To ensure a complete story, digital executions from the Trulieve website to social campaigns and promotions were created.
With an image in overhaul, the vibe and experience of current stores needed to shift. Understanding the customer journey while updating and elevating the experience, through colorful and flexible couture fixtures, were paramount. Thoughtful touches like spherical pendants, brighter woods and opened ceilings further connect the brand identity to the shopping experience.
Future State Concept Render
Current Medical interior
Recently, Trulieve opened the Framingham, Massachusetts store which carried out the concept illustrations developed as part of the overhaul. Since opening the store has been flooded with cannabis shoppers providing rave reviews of the space on social media.
This project was comprehensive and also included: