The emerging cannabis retail market has become competitive, crowded and confusing. When greenmelon was approached to design a new branded retail experience, we started from scratch. Stores have been opening at a staggering rate as well as offering the same products, so it became clear that a new approach was needed. Enter Flower Haze.
Services | Brand Identity | Art Direction | Packaging Design | Copywriting | Environmental Graphics |
![flowerhaze-interior-full](https://greenmelon.ca/wp-content/uploads/2022/01/flowerhaze-interior-full.jpg)
![flowerhaze-interior](https://greenmelon.ca/wp-content/uploads/2022/01/flowerhaze-interior.jpg)
![flowerhaze-merch-wall](https://greenmelon.ca/wp-content/uploads/2022/01/flowerhaze-merch-wall.jpg)
![flowerhaze-merch-rack](https://greenmelon.ca/wp-content/uploads/2022/01/flowerhaze-merch-rack.jpg)
buds meet boho
With a desire to appeal to a more female audience, greenmelon began by studying other types of female-focused retail, including fashion, home accessory and makeup/personal care products. A boho (bohemian) aesthetic was chosen for the new store. Large wall graphics depicting lifestyle imagery and statements like “good vibes” were combined with a light, natural colour palette. A darker green was introduced to create contrast and to highlight the ‘education’ wall to bring focus to important information for new and curious shoppers.
![flowerhaze-good-vibes-wall](https://greenmelon.ca/wp-content/uploads/2022/01/flowerhaze-good-vibes-wall.jpg)
![flowerhaze-green-wall](https://greenmelon.ca/wp-content/uploads/2022/01/flowerhaze-green-wall.jpg)
higher education
For consumers new to cannabis, it’s important that they understand the basics so they can have the best possible experience. Education became a focus for the layout, graphics and messaging.
The layout was divided into three areas, education, product and lifestyle. This identified the customer journey and made for a friendly environment. An education wall was created to educate and demystify misinformation so that the consumer could make a more informed choice. The wall uses a dark contrasting green to add focus. The information was presented in a narrative style to walk the reader through their decision process. A series of branded custom icons were created to support the information and create visual appeal.
The result is a warm and inviting retail experience that supports return visits and rave reviews.
![flowerhaze-apron](https://greenmelon.ca/wp-content/uploads/2022/01/flowerhaze-apron.jpg)
![flowerhaze-merch-mockup](https://greenmelon.ca/wp-content/uploads/2022/01/flowerhaze-merch-mockup.jpg)
![flowerhaze-dark-pattern-mockup](https://greenmelon.ca/wp-content/uploads/2022/01/flowerhaze-dark-pattern-mockup.jpg)
![flowerhaze-shoes](https://greenmelon.ca/wp-content/uploads/2022/01/flowerhaze-shoes.jpg)
“Working with the team at greenmelon was an absolute pleasure. They were able to take our vision, and add focus to it to create a clear understanding of who our target audience were. Robert’s time has proven to be the best investment we have made in our business. Our customers love our brand.”
— Sam Sayed, CEO of Flower Haze
![flowerhaze-pattern-bg](https://greenmelon.ca/wp-content/uploads/2022/01/flowerhaze-terpene-cards.png)
![flowerhaze-icons](https://greenmelon.ca/wp-content/uploads/2022/01/flowerhaze-icons.png)
![flower-haze-website](https://greenmelon.ca/wp-content/uploads/2022/01/flower-haze-website.jpg)
![brand-guide-mockup-full](https://greenmelon.ca/wp-content/uploads/2022/01/brand-guide-mockup-full.png)
rolling out the brand
The roll out of the new brand included a complete redesign and implementation of their website, including design, strategy, writing and curating visual elements. A comprehensive brand guide was written and produced to empower the in-house team for social media, in-store promotion and merchandising.