CannaCraft
As the second largest vertically integrated cannabis company in California, CannaCraft had experienced rapid growth with significant brand launches with multiple form factors. It had grown to encompass 12 brands with over 200 SKUs. Awareness of CannaCraft as a house or parent brand suffered from low brand recognition. There was little connective association to its core brands; AbsoluteXtracts, Care by Design, Farmer and the Felon, Hi Fi Hops, Loud+Clear and Satori.
We undertook the strategic initiative to develop a cohesive brand architecture that supported the entire portfolio of brands under CannaCraft as a house of brands. We redesigned the entire corporate identity system, identified and dimensionalized B2B and B2C target segments with personas and encapsulated our collective mission in the statement –Together we grow.
The Fall 2021 Product Catalogue represented the new design. It was the first truly consistent and strategic selling tool in a structured format to be equally effective in its design and content.
CannaCraft Academy
CannaCraft was relying heavily on sales representatives to deliver product training for over 200+ SKUs, in-person. These training sessions required content generation, on-site product demos, physical incentives, and paper surveys.
This time consuming process was demanding. The training content across brands was disconnected, and there was no easy way to collect feedback from sales representatives to know if the material was being retained.
In 2021, CannaCraft worked with ZolTrain to streamline brand courses to deliver engaging mobile based content, so budtenders could interact with videos, facts, and surveys at their convenience. This content delivery method saved valuable resources and the response from budtenders has been overwhelmingly positive.
Over 2,100 individual budtender training sessions
Total training time of 242+ hours
Average time per training season of 7 minutes