TWEED, RETAIL —
Store Experience & Design, Art Direction at Canopy Growth.

Tweed has retail stores all over Canada and prides itself on being an accessible, friendly space for all types of cannabis consumers —first-timers all the way to heavy users. For the brand, it’s about more than just growing seeds into plants. It’s about starting a conversation and opening minds to fresh perspectives. And, perhaps most of all, it’s about becoming a part of the fabric of every neighbourhood that welcomes it.

In collaboration with partners on the Retail and Store Design teams, we created way-finding, education hubs, product launches, seasonal marketing initiatives, sales kits, processes, signage templates and overall layout and experiences to support the continued growing base of stores.

Creative Direction | Joanne Gallop, Jessica Hay
Art Direction | Jennifer Dunaj
Copywriting | Adam Lalama
Graphic Design | Nadim Zakkour, Tanya Cull
Illustrations | Chelle Lorenze, Alexandra Ekstrom
Whyte Ave Mural | Jill Stanton
Product Photgraphy | Craig McCallion
Retail Marketing | Leah Thiel, LaVern Morris, Josee Wilson, Holly Bennett
VM | Simon  Mayhew, Micheal Caponcini, Shira Wosnick
Store Design | Karen Dobrowolski
Project Management | Einika Colborn, Tracey Godin
Highlight —
Education Zone and Events
With a commitment to best-in-class customer service, the store experience was developed to prioritize education, with areas deigned for learning and consulting. Store events helped to deepen cannabis-related  education, helping to answer all types of questions with no stigma or judgement.
Highlight —
Seasonal activations
Quarterly marketing activations bring new news into the O&O retail stores; from celebrating 420 with contests, events and giveaways to Holiday campaigns. Amplification involves cascading the creative across our digital channels as well as third-party retail stores. 
Highlight —
Product Photography
To support the seasonal activations and further drive conversion, we shot content highlighting the products.
Highlight —
Decor & Art
Great care was taken in adding touches of warmth and approachability, with decor in our signature green and commissioned artwork from local artists.
2021 —​​​​​​​
Note these images are intended for people 19+ and are not to be shared with minors.
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