2020 Winner

CASE SUMMARY

Because RIFF is not considered a “conventional” pot brand, Jacknife was tasked to design an identity that communicated its hybrid purpose: to be a purveyor of cannabis + a collaborator within the weed community. Speaking directly to young, urban and highly creative individuals, the agency found a new visual identity for RIFF by seemingly rewinding to the world of ‘90s punk. It created a dark and edgy brand platform, name, packaging, strain names, merch, wild posters and even a cannabis lifestyle zine. And to make sure people were paying attention to the brand, it hid exclusive invitations to events on Instagram Stories, while a Co.Lab collective of Canadian artists create promotional content to help sell out its events.

Credits

Agency: Jacknife
Title: RIFF Branding
Client: Aphria Inc.
Executive Creative Director: Mike Kelar & Mikey Richardson
Designer: Lucas Young, Shawn Lambino, Warren Keefe, Jin Yan, Ryan Thiffault, Cairn Champagne
Copywriter: Anna Bedioens
Strategist: Rick Amaral, Alice Greenberg
Account Lead: Stacey O'Connor,
Account Services: Tammy DeProfio, Rosemary Chau, Lucy Foster-Friesen, Reva Rewati
Developer: SociMedia