Kronic Relief Inc.

Branding | Website Design | Visual Communication | Marketing Plan | Investor Presentations

Introduction:

This case study delves into the branding strategies employed by me while at Kronic Relief Inc., a BIPOC owned business, in the legal Canadian cannabis market.

As the Marketing Director, my focus was on addressing the challenges faced by a small craft grower in establishing market share and effectively reaching consumers.

The study emphasizes the significance of branding in connecting with the cannabis audience and explores the achievements and contributions made during my tenure at Kronic Relief.

Challenges:

Regulatory Compliance: Navigating the complex and evolving legal framework surrounding cannabis marketing and advertising can be challenging. Ensuring all branding and marketing efforts comply with Health Canada regulations is crucial but can limit creativity and messaging.

Limited Marketing Budget: Small craft grower LPs often operate with limited resources, making it challenging to compete with larger, well-funded competitors in the market. This constraint may restrict the scope of branding initiatives and advertising campaigns.

Brand Recognition: Establishing brand recognition and awareness in a crowded and competitive market can be difficult, especially for new entrants. Consumers may already be familiar with established brands, making it challenging for smaller LPs to gain traction.

Consumer Education: Educating consumers about the quality and unique value of craft-grown cannabis products is essential, but it requires significant effort and resources. Overcoming misconceptions and negative stereotypes about cannabis may also be a challenge.

Differentiation: Identifying and communicating a unique selling proposition that sets the craft grower LP apart from competitors is crucial for brand positioning. Finding a distinct voice and messaging that resonates with the target audience is a challenge.

Distribution Challenges: Access to retail channels and distribution networks can be limited for smaller craft grower LPs, impacting their ability to reach a broader consumer base. Building strong B2B relationships with distributors and retailers can be a hurdle.

Brand Consistency: Maintaining consistent branding across various marketing channels and touchpoints is essential for building brand recognition and trust. Ensuring brand consistency while adapting to different marketing platforms can be demanding.

Limited Consumer Data: Small craft grower LPs may have limited access to consumer data and insights compared to larger competitors, making it challenging to tailor branding and marketing efforts to the target audience effectively.

BIPOC Representation: As a BIPOC-owned business, there may be additional challenges in gaining equal representation and recognition in the predominantly white-dominated cannabis industry. Overcoming biases and breaking barriers can be a hurdle.

Navigating these challenges requires a strategic and innovative approach to branding and marketing. Craft grower LPs must find creative solutions to effectively connect with consumers, tell their brand story, and establish a competitive position in the market.

Tasks:

Produced Art Direction
UX/UI – Website Design
Conceptualized Marketing Materials
Developed Branding and Marketing Initiatives
Contributed to New Business Development
Managed B2B Relationships
Oversaw Marketing Department and Budgets
Developed Compliant Packaging Designs

Outcome:

This case study highlights the importance of branding strategies for small craft grower LPs in the Canadian cannabis market, emphasizing the efforts and accomplishments of Kronic Relief Inc. during my tenure as Marketing Director.

By adopting innovative branding initiatives, building strong industry relationships, and leveraging compelling storytelling, Kronic Relief Inc. successfully established a strong market presence and secured significant funding to support its growth trajectory.

Achieved over $3M in cannabis sales for 2022 through innovative branding and marketing initiatives.
Delivered persuasive presentations that effectively communicated to investors and secured over $7.5M in funding.
Managed B2B relationships with key industry players, fostering partnerships and driving business growth.

Mother Plant Icons:

A potted mother plant icon was created as a representation of the many different cannabis strains.

The idea was inspired by Drake’s CLB album cover. As the idea matured, we were able to craft unique icons with very specific features that are representative of their cultivar.

brandon-nogueira-art-director-kronic-relief-trading-mother-plant-icons-inspiration

Terpene Icons:

Terpenes play a big part in the effects that cannabis has on a person. They dictate the smell and taste that each strain will have, and some strains contain more terpenes than others. KR wanted to help educate their consumers by creating terpene icons that could be used in marketing and social media.

Fantasy Packaging:

Specifically designed for marketing and promotional use. Cannot be used to package cannabis as these designs break many of the guidelines for cannabis packaging.

Dispensary Marketing Plan:

As Marketing Director, the focus was on designing consistent and visually appealing marketing materials, including websites, graphics, illustrations, and infographics, to bolster brand identity and exceed campaign objectives. By adopting innovative branding initiatives, building strong industry relationships, and leveraging compelling storytelling, Kronic Relief Inc. successfully established a strong market presence and secured significant funding to support its growth trajectory.

Social Media:

Unless your business is a massive global brand with the financial resources to advertise in movies, television commercials, or digital out-of-home (DOOH) installations, it’s highly probable that your primary marketing arena is social media.

My strategy for social media was straightforward. I aimed to guarantee that every story or post adhered to our branding guidelines. These posts were meticulously crafted to serve as attention-grabbing scroll-stoppers, resonating with our target audience and consequently boosting follower engagement while attracting new followers.

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brandon-nogueira-art-director-kronic-relief-portrait

Initial Product Launch: Kosher Kush

Indiva Inc. engaged KR to bring one of their legacy strains to market under the Indiva Artisan Brands label. Indiva scours Canada to find today’s leaders in craft cannabis and their unique, legacy cultivars. Indiva’s experienced team vets each strain to ensure quality, consistency, and potency.

The initial product achieved remarkable success, prompting Indiva to collaborate with Kronic Relief once more. Together, they introduced a second product featuring the renowned and elusive legacy strain, Pink Hindu Kush. This exceptional strain was released in the form of pre-rolls, catering to one of the most sought-after categories on OCS.ca.

brandon-nogueira-art-director-kronic-relief-commercial-launch-indiva-artisan-batch

Trading Cards:

Old school style trading cards were created to support new product launches. Occasionally, KR will drop a limited edition, plastic card with unique printing features. Due to the restrictions in cannabis marketing regulations in Canada, trading cards cannot be added to products so each trading card must be distributed at dispensary and event partners.

Key Role in Fundraising Success:

Persuasive presentations effectively communicated the vision to investors, contributing to securing over $7.5M during the Seed and Series A round of funding, which supported the company’s growth.

Milestones

(February 2018 – February 2023)

Start
Joined the team as Marketing Director.

Feb/18
LP Designation
Received our cultivation license from Health Canada.

July/21
Sales License
Received our Sales Amendment from Health Canada.

May/22
Product Launch
Our Kosher Kush launches with Artisan Batch by Indiva.

Nov/22
OCS Lists 4 SKU
Four new products launch with OCS.ca
Gorilla Breath 3.5g, Island Pink 3.5g, Super Silver Haze 3.5g, Super Silver Haze Pre-rolls.

Feb/23
End
My time with Kronic Relief concluded after 5 years to persue new challenges as an Art Director.

Feb/23

Kronic Relief Inc.

Milestones

Start

Feb/18

LP Designation

July/21

Sales License

May/22

Product Launch

Nov/22

OCS Lists 4 SKU

Feb/23

End

Feb/23

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