Unveils Visual Brand Identity for Female-Focused Products
TORONTO – May 22, 2018
Fleurish Cannabis Inc. (“Fleurish”), Canada’s only exclusively female-focused cannabis health and wellness company, is proud to announce a strategic creative and branding partnership with apt. 3304, a boutique creative agency led by female entrepreneurs Cecelia Torchia and Caitlin Purssell. The partnership is part of the Fleurish Cannabis commitment to collaborate with talented female entrepreneurs in the emerging cannabis market.
Torchia and Purssell have spent close to a decade working on some of the most innovative start-ups and boutique brands. They also have extensive previous experience working on several of the most celebrated brands in North America, including: Nissan, Casper, Häagen-Dazs, Glossier, McDonald’s, GEICO and Lean Cuisine. Together, they will help develop a full range of stand-out visual product identities for Fleurish Cannabis.
“Fleurish was founded by a passionate female entrepreneur with a mandate to enrich women’s lives through cannabis and pioneer a premium brand, which is why we wanted to partner with young, promising women who are entrepreneurs themselves and know our consumer because they are our consumer,” said Mary Beth Williamson, incoming Chief Marketing Officer, Fleurish Cannabis. “We are delighted to be working with Cecelia, Caitlin and the outstanding team at apt. 3304 to create innovative ways to give rise to Canadian women through our products and our partnerships.”
Fleurish and apt. 3304 are pleased to unveil a representation of the look and feel of the Fleurish brand. The floral and feminine treatments reflect how the brand will be visualized. The design intent is rooted in both nature and femininity, utilizing imagery, line work and colour. The palette is strong and considered, using cobalt blue as a distinctive anchor. All Fleurish products made available for sale in Canada will be labeled and packaged in accordance with Health Canada requirements.
“We drew inspiration from the modern woman, who is empowered and unafraid to demand products that complement their busy schedules,” said Torchia, Co-founder of apt. 3304. “When it came to design, we wanted to evoke a natural feeling in a way that wasn’t forced or expected, creating a line that could easily integrate itself within a woman’s life.”
Nearly one in five Canadian women are already consuming cannabis. Market research conducted by Fleurish revealed that women have unique preferences in the strains and forms of cannabis they enjoy.
“What makes this partnership so compelling is the clear alignment of our values and commitment to creating a brand that puts women at the forefront,” added Purssell. “With future regulations expected to limit the marketing channels in our industry, developing a strong visual identity is critical to long-term success.”
Fleurish Cannabis is focused on developing products that meet the preferences of women.
About Fleurish Cannabis
As the first and only exclusively female-focused Canadian cannabis company, Fleurish Cannabis is developing solutions with a single-minded purpose: to help women. We have a team of expert growers in our state-of-the-art facility, near Ottawa, Ontario. Fleurish is being designed and developed to give females a cannabis experience crafted for specifically for women.