Context
Great White North Growers (GWNG) is a private producer of high quality cannabis. Proudly based in Ville d'Anjou, a borough of the island of Montréal, GWNG leverages a state-of-the-art vertical aeroponic growing system allowing producers to cultivate premium cannabis multiple times in a year.
Challenge
On 17 October 2018, cannabis became legal everywhere in Canada.
Our mandate was to build a cannabis brand from scratch while considering all the subleties around the culture, use, selling and promotion of cannabis in Quebec.
Insight
Among all the cannabis brands sold at SQDC, there is only one that was born and managed by Montrealers. This unique brand will be unvealed by GWNG. What if we take advantage of this differentiating factor by borrowing some Montreal's culture codes?
The solution
514, the first ever 100% Montreal-based cannabis brand.
The brand name 514 refers directly to its origins. Products are named after the different boroughs of Montreal, photos are taken by local photograpers, derived products are created by local artisans. We have demonstrated that 514 is more than an area code, it's the reflexion of Montreal expertise.
Project description
514 is more than a cannabis brand. It is a brand that stands out in the market and resonates with the right audience, the people in the 514.
