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Live Brief

Cannabis is the next big thing. It’s already an $18bn industry in the US. In the near future, it’s likely that the UK will follow the likes of California and other US states and decriminalise recreational cannabis use.

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Design a category-defining edible cannabis brand for the UK market.

  • Change perceptions of what cannabis is and can be, and reframe negative stereotypes and social stigmas to cut through with an accessible, contemporary brand for a mainstream 18- 34 audience.

Serena provides energy, pain relief, and relaxation for consumers to take time out of their day. The product comes with three different flavours for the times of the day. Sour Cherry energises so is perfect for the morning. Lemonade is for relaxation, which can be used to destress in the afternoon. Finally, Blueberry is the perfect pain relief for the evening before bed.

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