The challenge

When co-founders Jake Bullock and Luke Anderson reached out to Red Antler in early 2019, Cann was a pre-launch company bringing the first commercial low-dose cannabis drink to market. At the time, dispensaries were chock full of jet fuel adjacent products meant for brain melting and couch locking, with few products catering to the canna-curious. We fell in love with Cann’s delicious THC-infused seltzer and their conviction that a low-dose cannabis product could compete with wine and beer. As we built the world of Cann, we set out to disprove the pervasive stereotype that cannabis products were only used by “stoners” in low-energy settings. So we created a bright, lively brand system that positioned Cann as a “social tonic” destined for parties and sharing with friends. We combined playful hero colors with modern linework and buzzy social copy to emphasize Cann’s departure from its crunchy and hypermasculine competitors. What came next? Cann’s sales skyrocketed and Cann soon became a household name. It’s been our pleasure to continue partnering with Cann for packaging, digital, and campaign work as they reach new highs.