Cannabis for Canadians

Chief Marketing Officer at Garden Variety

Demystify legal cannabis for curious Canadians by creating a quirky and irreverent experience.

Strategy:

Garden Variety is an unexpectedly delightful brand built on the ethos of approachable, friendly vibes procured in stores that feel more like a cafe.

Design:

Leadership:

As the CMO that brought Garden Variety to market, I oversaw and implemented all aspects of the brand and retail experience.

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Overrule the mundane. Be obscenely, happy. Find significance in the insignificant. Be routinely, adventurous. Be curiously, chill. Welcome to Garden Variety. It’s anything but.

Manifesto —

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Romp through our garden.

The Garden Variety identity thrives where quality and approachability intersect. We leverage a symbol that is based on the dichotomy of two animals native to the Manitoba region—a wolf and a sparrow.

The amalgamation of these two animals speaks to the inclusivity of our brand in addition to leveraging the symbolism behind each animal. Together, the ‘Sparwolf’ is our take on everyday magic.

Brand Design —

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Apparel Design —

Varden Gariety. Mix things up.

We strive to find the magic in ‘every day’ and we bring experiences to our customers that are as comfortable in their simplicity as they are surprising in their humanity.

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Store Design —

Everyday Magic

In what is becoming a quickly oversaturated market, we are a brand built around industry-shifting and simultaneously approachable cannabis products. We are more than just great product and service—we are a group of forward-thinkers that deliver unexpected experiences with simple, quiet confidence.

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Brand Marketing —

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This is not a cannabis ad.

What has feathers, a beak, and howls like a wolf? It’s called a Sparwolf and it calls to Manitobans from the cannabis lined walls of Garden Variety. A new breed of dispensary discovered in Manitoba made its presence felt in spite of stringent restrictions on any mass marketing through print placements that were recognized by Advertising Age as being creatively noteworthy.