The bettering company (Cannabis Edibles)

Typically, a product is what a company makes, and a brand is what a company does. But sometimes, a brand can make a company before the company makes a product.

WHAT THEY NEEDED

The clients came to us with a blank sheet of paper. They had spent five years visiting cannabis dispensaries all over the country and trying all kinds of edibles. They thought they all tasted terrible, and they knew they could make them better.

Having identified a problem (Edibles Suck) and proposed a solution (We Can Make Edibles Better), they needed everything else: a company name, a brand philosophy, and the full suite of marketing expressions, from product language to package design to custom illustration to comprehensive website content and design.

WHAT WE DID

As brand developers, we found that how edibles were being presented and marketed also sucked. Product names were either nudge-wink head-shop puns or bad attempts at some kind of profundity (maybe), and most packages were either tacky or boring.

The whole industry could be better, and this could be the company to take on its bettering. And there was the name.

We created The Bettering Company name to lead intentionally with its brand promise. We cautioned the clients that if they went with this name, they were going to have to live up to it—to make edibles better in all the ways they’d flagged for us: a better-tasting product made with better ingredients in a better facility with a better workplace environment. And once they did all those things, they had a product and a company that could fulfill their brand. Kinda trippy.

Graphic Design: Richy Lamb

Web Design & Development: Basilico

Illustration & Animation: Lourenço Providência