Medicinal Cannabis, already legalized in several states across the US, is going to be legalized in Canada as soon as next spring. While no one knows what form that legislation will take, the market is quickly saturating with new entrants looking to gain market share in this rapidly expanding multi-billion dollar market.
When we were hired by Canheal to help them launch their brand, we immediately dove into research on major Canadian incumbents like Tweed and Mettrum. It doesn't take long to realize that most cannabis companies fall into one of two categories: Heavily relying on 'weed culture' to state their case or being too conservative and taking cue from most medical advertising which is drier than toast. Medical cannabis is neither a 'joke' nor is it 'boring,' it's medicine that helps tens of thousands of Canadians function day-to-day. Without it, their standard of living would be drastically reduced - sometimes to the point of being bed ridden.
Much of today's stigma around marijuana can be linked back to the 1936 propaganda film Reefer Madness. We've included a sample of the film below, it's a hilarious piece of film.
Canheal is a rapidly expanding retail chain that aims to bring cannabis into the mainstream conversation. With locations opening soon in major retail centres across Western Canada, they will specialize in supporting medical cannabis clients with cannabis products, educational materials and a variety marijuana strains. The stores are presented with contemporary design inspired by an Apple Store experience. Canheal seeks to normalize public perception around cannabis and make it more accessible and approachable for both users and non-users. Unlike the 'head shops' that most are familiar with, Canheal will be a clean, professional experience staffed with knowledgeable staff who can act as a guide for those new to cannabis.
Through customer one-on-ones and stakeholder interviews with our client team partners, we came to the realization that most patients who rely on medical cannabis use it to 'find their normal.' Unfortunately, traditional medicine is still on the fence about cannabis. A recent study surveying medicinal cannabis users reported that most users do not receive a prescription until their doctor has tried 10 other medications first. Our goal is to make Canheal the preferred choice for doctors and patients alike, with quality information presented through beautiful design.