GATSBY CANNABIS CO.

Cannabis | Battle Creek, Michigan

THE SITUATION

In 2020, a no-name cannabis company was patiently waiting for the go ahead to build their first location. They had the business plan, a product, and a concrete vision.

The owners agreed that they wanted a dispensary with an experience like no other. Luxurious, but approachable. Classy and comfortable. Exclusive, but welcoming to all. The brand needed to be a memorable experience at every customer touchpoint.

THE WORK WE DID

In partnership with Element 5, we built the brand from the ground up.

  • Research including industry, trends, and competitors.

  • Facilitated a strategy workshop where we discovered the brand differentiators, personality traits, and positioning.

  • Brainstormed and presented multiple name options, landing on “Gatsby”.

  • Identified and profiled four consumer segments.

  • Put the in-store experience first and created not only an experiential brand, but also a lifestyle brand.

  • Business messaging including mission, vision, core values, and purpose.

THE IMPACT OF THE WORK

  • The brand platform provided the creative designer with detailed direction of the brand personality, resulting in a logo that the clients instantly fell in love with.

  • Interior design creative direction to demonstrate how the lifestyle brand could come to life inside the store.

  • The brand has since carried through business growth, everything from marketing, to their in-store promotion, and themed events.

CLIENT SUCCESS

  • A successful grand opening at their first location with over 200 people in attendance.

  • Additional locations

  • 4.9 Google Review rating, many comments about the customer service and the in-store experience.

Brand Identity

Brand Strategy

Naming

Package Design

Business Messaging

Go-To-Market Strategy

FROM THE BRAND BOOK

Promotional flyer for Gatsby experience with text describing the event, a photo of a lively venue with chandeliers and crowd, and an image of a bartender pouring drinks with a Gatsby logo.
An interior design brand guide page for Gatsby Cannabis Co., featuring a logo, bold text about interior design principles, and six images of modern, luxurious, and stylish interior spaces including a lounge with yellow and black decor, a sleek hallway, a boutique with accessories, and a cozy seating area with a red and black color scheme.
A magazine page featuring a black-and-white photo of a smiling Black man and a smiling White woman, with information about their age, occupation, income, marital status, and personality traits, under a green banner titled 'Discreet David + Denise'.
Text and images on a poster discussing Art Deco inspiration, featuring photographs of interior and exterior Art Deco buildings and design elements such as geometric patterns, neon lighting, and decorative motifs.

BRAND IMPLEMENTATION

Gatsby Cannabis merchandise includes a black hoodie, black t-shirt, green snapback cap, CBD tincture, CBD indica product, and a jar labeled Northern Lights, all with the Gatsby logo on a green background.
Modern storefront with a black and gold logo featuring a circle and the letter G, illuminated entrance, and neatly landscaped walkway, during dusk.
Collage of Gatsby Cannabis Company branding, including a person wearing a denim jacket with pins, a business sign for Gatsby Cannabis Co., a laptop with Gatsby stickers, and three Gatsby-branded keychains.
Close-up of a cannabis bud with green, orange, and purple hues on a green background with a gold geometric border.
A lounge area with green velvet tufted sofas, black and white checkered flooring, and small tables with gold legs. The wall has a large framed photo of a man wearing a hat, and a glass wall behind the main seating area displays the word 'GATSBY' and 'CANNABIS CO.' in colorful letters. The space has ceiling spotlights and decorative lamps.

SEE MORE OF OUR WORK

Modern lounge and kitchenette area in an office or hotel, with seating, tables, a sofa, a kitchenette with a microwave and coffee station, and a kitchenette with a refrigerator and bar stools, natural and artificial lighting, and a polished concrete floor.
A woman sitting in the back of a black SUV with arms raised, facing wind turbines in the desert near Palm Springs, California. The sky is blue with some clouds, and there is a sign that reads "Like no place else" along with the text "Palm Springs California" and a palm tree graphic.
People enjoying a meal outside under a Marygrove awning, with wine glasses and a platter of grapes, cheese, and snacks on the table.