Our team at Jacknife was challenged with developing a recreational cannabis brand for a younger, more urban, and highly creative demographic—who is also highly resistant to traditional marketing and has a great BS radar. So we created RIFF: a platform revolving around creativity, collaboration, and pushing boundaries.
After getting to know our audience, we fully immersed ourselves in the world they inhabit, and dug deep to understand how RIFF can meaningfully impact and enrich their daily lives. We created a brand platform, name, visual identity, packaging, strain names, a go-to-market plan, a zine as well as ample social content, a website, merch, and various out of home elements including wild postings, and in-store merchandising and display posters.
