MJBizMag November-December 2022 - 120

Marijuana
Makeover
Canna River: Old
Branding Through
Acquisition
For Ayr Wellness, creating a brand identity goes far
beyond pretty packaging and attention-grabbing logos.
The Miami-based company, largely built through
mergers and acquisitions, operates eight cannabis
stores in seven states and owns nearly a dozen brands
across all marijuana categories.
So how does Ayr tie all these components into an easily
recognizable brand?
Canna River: New
It starts with defining the company's purpose, mission
and values, said Jeff Finnerty, senior vice president
and head of marketing for Ayr. Next, the company
communicates these pillars to its employees-both
existing and those who have joined the company
through an acquisition.
To accomplish that, Ayr launched a corporate website
in November that lays out its visual identity.
" It's a manifesto video on the 'Who We Are' page that
really brings to life the vision of who we want to be and
how we interact with our communities, " Finnerty said.
" If you used to work for Oasis and now you work for Ayr,
we need to define who Ayr Wellness is for you. "
Canna River saw a 134% jump in sales after rebranding with bright
colors. Courtesy Photos
NAVIGATING THE CANNA RIVER
Thousand Oaks, California-based Canna River's rebrand
took the image for its CBD products from earthy and rustic to
vibrant and colorful-a move the company says helped boost
sales by 134%.
When Canna River launched its earthy, industrial packaging
in 2019, it exclusively offered hemp-derived products. The
rebrand coincides with Canna River's introduction of six
new collections that include delta-8 THC, delta-9 THC and
hexahydrocannabinol (or HHC) products-another likely
reason sales spiked.
" We found that the rustic look wasn't truly speaking to a
broad range of cannabinoid users, " said Amanda Wallace, the
company's chief marketing officer. " It felt very hippyish or
industrial-rustic. "
Wallace said the pop art-inspired packaging targets
a broader audience with its cheery, bright aesthetic.
" Cannabinoids are supposed to be happy, " she added.
Although the language on the packaging hasn't changed, the
design is more focused on showcasing the strength of Canna
River's products by increasing the font size for how much of
each cannabinoid is used.
" Our competitors' products are half the strength and double
the money, " Wallace said, adding that Canna River's products
are all priced at less than $100.
118 November-December 2022 | MJBizMagazine
Ayr Wellness created a video to explain the brand's
ethos to consumers and employees of newly acquired
companies. Courtesy Photo
HIGHLIGHTING OFFERINGS
Acquisitions give Ayr the opportunity to expand its
brand presence across the country. When the company
buys cultivation and production facilities, it looks at
whether its existing brands can be made there. That
means it's also looking at how to communicate to
consumers that it has something to offer them-no
matter who they are.
Finnerty cites a BDS Analytics study, which found
that in states where there are medical or adult-use
cannabis programs, 46% of the population have
purchased cannabis in the past six months and 27% are
" acceptors, " or people who are willing to try it but are
still searching for a way to begin their cannabis journey.
" We're building a portfolio of brands that allows us to
say, 'We have something that fits your needs-flower
versus concentrates versus edibles,' " Finnerty said. " We
have to find ways to bring into the fold that 27% who
haven't found their way in. "
- Margaret Jackson
MJBizMag November-December 2022

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