We are a start up retail cannabis brand based in Toronto, Canada, the largest recreational market in Canada. we would like to position our brand as one that provides unique customer experience where the user, whether new or regular user can be attracted to our brand by who we are, our and what we stand for rather than just what we sell.
Our growth strategy begins with multiple retail shops and once our brand is recognized, we intend to start producing our own cannabis infused edibles, beverages, vapes, herbal remedies, skin and beauty treatments among others. Therefore it is extremely important that our brand be recognizable, memorable and unique with unique typefaces and color schemes. I cant stress this point enough, the uniqueness , color and typefaces are paramount. I would refer you to how Tiffany's jewellery shade of aqua blue is immediately recognizable and unique.
Our brand is called Canna Savanna and is an African themed and influenced brand where we would like portray the thousands of years cannabis has been used in Africa for health, recreation, spirituality and how it has been used to bring people together from different cultures and tribes but in an authentic, new and trendy, artistic, sophisticated manner for a multi-cultural western audience. The healing aspects through African traditional and herbal medicine is more focused on our phase 3 products.
When it comes to new users who do not have any experience with strains or effects, we would like to make the process easier to choose what they want by educating them on the feeling or experience designed to put consumers at ease in what otherwise may be an overwhelming decision. Therefore marketing our products as a complete experience is what makes us different. We intend to this by creating packages that are colour coded for feelings or what kind of specific scenarios or situations the specific product would be best for. Having a few people over for dinner? We have a package that has pre rolls, some beverages, and edibles and paraphernalia with a playlist featuring local artists. Having romantic evening? We have a package for that.
Mix and match as well, each product will have recommendations, will have color codes that relate to the senses or how you would feel. Experiences for the senses, sight, touch, smell, taste and sound, we want our packages to be a feast for the senses and can be mixed and matched and can be combined with other product lines to create a complete experience for the senses that give the user total control over the experience. Again, with the intent of having all the senses being used for different situations and experiences whether be alone or with others. best to watch movie or listen to music, or a a relaxing bath with infused bath salts and scented cbd candles included with a few pre-rolls with a curated music playlist where they can discover new local artists. The unique customer experience is what should differentiate us from the competition.
We would also like to be seen as "artsy and trendy yet fun and irreverent" brand, "tongue in cheek" and "Cheeky" marketing campaigns that show the fun and funny side of our brand are also important.
Supporting the arts is important to us an we would like to have local artist and musicians that portray our values and beliefs and aesthetics and show their work and exhibit in our stores and can even sell there work there. We intend to promote the arts along with our brand at local events and shows. Our packaging will also integrate selected artwork buy our artist partners we like and will change regularly to be kept fresh an innovative.
Our target audience is within the 19-50 age range and would consist of new users who have little or no experience with cannabis use, have no ideas about strains and details of cannabis, but we would give them an easy to understand process to select products based on what they want to do or feel. With "feel" being most important criteria. Just as important as age is the demographics of Toronto and Canada, which is known around the world as very multi cultural and diverse and we would like to accentuate that fact in our brand.
As mentioned, emotions are important to our brand, how our products make you feel is very important. We want our customers to feel like they belong to community, that sense of belonging and loyalty is important.
We want to be the most customizable cannabis experience in the industry. We would like to create a customized relationship with each customer, by learning about their likes, dislikes, what they consider fun and entertaining, what they get out of the products in a profile that will allow us to create a customized experience with each user in order to create and maintain brand loyalty and become part of our "Tribe"
In fact, we would like to create "Tribe" of our own that creates a sense of belonging, that represents what we and our customers believe in, a sense of bringing people together from all walks of life, races and cultures with an ethos that is formed by a set of common beliefs, social responsibility, diversity and being part of a movement. Our customers should feel that connection with us. As mentioned, Toronto is very diverse in race and culture with a large population of immigrants. We want to be the brand that brings people together and emphasize or commonalities rather than our differences. Our "Tribe" will also be a rewards and loyalty program. With different positions within the tribe that relate to their personality and tiers, with higher tiers offering more benefits. like medicine man, chief for our top level users, warrior etc.
Product lines include experiences such as"
Social responsibility is also important to us, Incorporating social entrepreneurship and social benefit to our local communities and Africa by educating people and funding solutions to problems such as housing, education, orphanages, by forming partnerships with charities, NGOs, and aid organizations.
We want our customer to "FEEL" that they are making the world a better place along with us. Our therapeutic products that are made from African herbs etc. are purchased and produced with social change in mind. We want to show that purchasing our products help real people – like the small scale farmers of our herbs are able to provide for their families and send their kids to school.