In California, cannabis edibles are big business. Yet all the brands in the category look the same – either following the cheesy ‘stoner’ tropes or opting for an ‘old fashioned boiled sweet’ style aesthetic in an attempt to seem credible. This brand was all about intrigue and escapism so, using the name as a springboard, we created a playful narrative thread to run through everything.

We tapped into the nostalgia of brands we grew up with and loved as kids and reinvented them to suit adults today, encouraging people to find their Goldmine – whatever that means to them. Inspired by the world of cosmetics, we created a whole host of branded displays to inject some much-needed excitement into the in-store experience.

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