Live Resin Project (LRP) is a top-shelf cannabis concentrates brand, developed by the very people who first invented live resin in 2013. My team developed the brand concept at Acreage to account for the growing trend within the cannabis concentrates category, appealing to the cannabis connoisseur and curiosity shopper.
The cannabis concentrates category is still a relatively new concept for many consumers today. They either don’t know what concentrates really are or feel it’s a product category solely for experienced users. To overcome these challenges, the LRP weds pro-sumer design with playful language and pops of color, presenting crucial pieces of information in an approachable style. Project scope spanned:
Logos, fonts, colors
Voice & Tone
Brand Positioning
Packaging Design
Brand Collateral & Educational Materials
Digital (website, social)
Soon-after brand development was complete for LRP, our product team in California was ready to launch our first batch of concentrates and vapes into the market. My team developed the go-to-market strategy for the brand, launching at Hall of Flowers in 2019. Within months of hitting shelves, LRP had one 3rd place at one of the industries more revered cannabis cups, The Emerald Cup. Marketing scope spanned:
Go-to-Market Strategy
Product Distribution
Retail Marketing
Budtender Outreach
Events
Advertising & PR
