Lift & Co., formerly known as Lift, has re-branded itself to cater for the upcoming legalization of cannabis and on a grander scale, welcome the community of recreational cannabis users.
The first major change for their brand is the addition of “& Co.” which is tactful incorporated into its new logo as a way to establish the individual’s involvement, but more so, to create a sense of the community inclusion. While the “& Co.” is typically read as “and company,” it also lends to the secondary message of “and community”.
There is always a goal that the company strives to convey with re-branding. Kerri-Lynn, the CMO of Lift & Co., has remarked, “The concept behind the re-brand hinged on creating a visual identity that can grow and evolve with the cannabis market. We’re on the cusp of legalization in Canada and it was very important for us to have a brand that felt connected with cannabis users and the community at large—hence the “& Co.” That was really our primary goal—creating a brand that felt open, uplifting and approachable. Ultimately, things are shifting in the industry and we wanted to better position ourselves to flow with it”.
While they have had a presence in the medical cannabis community for some time, Lift & Co., intends to go deeper and create a larger sense of community and inclusion by branching out to recreational users.
This branching out and implementation has been the concept behind the rebrand hinged on creating a visual identity that can grow and evolve with the cannabis market. We’re on the cusp of legalization in Canada and it was very important for us to have a brand that felt connected with cannabis users and the community at the “& Co.” That was really our primary goal—creating a brand that felt open, uplifting and approachable. Ultimately, things are shifting in the industry and we wanted to better position ourselves to flow with it, according to Kerri-Lynn.
This branching out means that recreational users will be given the same service and transparency, authority and collaboration that was given to medical users. More so, Lift & Co. wants to educate the public through expos and conferences as well as events in Toronto and Vancouver.
What is great about Lift & Co. is that it provides users with information about the type of cannabis they are using e.g. the strain, the potency, pesticides and cannabinoid profiles – since nearly half of Canadian cannabis users have no idea at all about the details of cannabis they currently consume.
More so, through the online community, support will be gives from expert reviewers to first time buyers on products and recommendations. With such an encouraging initiatives, Kerri-Lynn highlights, “the reaction internally and in the industry has been overwhelmingly positive. Most importantly for us, we’re seeing a lot of love for the new brand from our consumers. We embarked on this re-brand to create a more inclusive environment for Canadians looking for information about cannabis and the boost we’re seeing in new users and web traffic tells us we’ve accomplished that goal”.
When speaking about the next steps for the organization, Kerri-Lynn says: “From a marketing perspective, we recently repackaged our news content into a digital magazine format, relaunched our social channels under “Lift & Co.,” and have a in market to give away a hot-air balloon ride later this summer. We have the Lift & Co. Toronto Expo coming up from May 26-27 and are really looking forward to engaging our new brand with tens of thousands of guests. We’re also preparing the company to go public on the TSX Venture exchange, all against the backdrop of upcoming recreational legalization of cannabis. It’s an incredibly busy and exciting time for our company and this industry.”.
So be sure to check out the contest(#LiftOff), and more about Lift&Co. here!
For more information about the branding behind the Ontario Cannabis Store, check out the previous article!