When cannabis retail was largely speaking to younger recreational consumers, we saw an opportunity to create something different.Cori was built for people who were curious about cannabis but weren’t necessarily interested in the culture surrounding it. We looked instead at wellness, self-discovery and the small ways cannabis could become part of someone’s life.I helped name the brand, develop its positioning and create its verbal identity, then carried that thinking into the visual identity and retail experience. Now is Amazing became a simple way into the category: positive, personal and much less intimidating.Skills: Brand strategy, naming, positioning, verbal identity, identity development, retail experience, cultural insight, copywriting.