MJBizMag November-December 2022 - 116

Marijuana
Makeover
A
strong brand can give companies name recognition
and longevity-a key consideration for marijuana
companies as they expand into states with newly
regulated markets.
Businesses undergo rebranding for myriad reasons, but
getting it right is challenging, said Elizabeth Corbett, vice
president of sales at AE Global, a Florida-based packaging
solutions company that helps cannabis operators with
rebranding.
Corbett said companies rebrand for four main reasons:
* They're repositioning the brand to better reflect its
spirit and identity.
* The brand has become stale and needs a refresh.
* The product has changed in terms of its ingredients,
efficacy or characteristics.
* The company is addressing sustainability-either
through the product itself or its packaging, which can
significantly change the look and feel of a brand.
" As the cannabis industry becomes more mature,
particularly in states such as California, the market has
become saturated and very competitive, " Corbett said.
" Getting the right branding and packaging design is an
absolute must in order to separate yourself from the crowd
and drive revenue. "
MJBizMagazine talked with companies that recently
underwent a rebrand. Here's what they had to say:
CHANGE IN RHYTHM
San Francisco-based Rhythm launched a line of hempderived,
CBD-infused beverages in August 2020. The company
originally offered its products exclusively online through
direct-to-consumer sales but has since expanded to include
more than 40 wholesale distribution points in five states.
The company's original packaging was designed by one of
its founders, who had a background in graphic design.
But after more than a year of sales and listening to
customer feedback, the company determined it needed a
new look that would give consumers product information in
an easily digestible way, co-founder and CEO Ian Monat said.
The company worked with Voicebox Creative, a Bay Area
branding and packaging-design agency, to refresh the identity
and create a more memorable presentation.
Rhythm's original packaging looked like a hard seltzer,
giving consumers the impression it contained alcohol rather
than CBD.
Post-rebrand, Rhythm comes in brightly colored cans
with the words " Sparkling Hemp Beverage " displayed at the
top and the product's intended purpose-Energy, Hydrate,
Recover, Sleep-next to the brand name and flavor.
" We flipped the order of importance, " Monat said. " We
pulled the fruit (image) off and promoted the functionality
of the beverage. If all you see is a strawberry on the can, you
114 November-December 2022 | MJBizMagazine
Rhythm, a CBD-infused beverage, rebranded to emphasize the
product's health benefits and intended purpose. Courtesy Photos
Rhythm: New
Rhythm: Old

MJBizMag November-December 2022

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