Rise Dispensaries, a rapidly growing cannabis retail chain owned by Green Thumb Industries Inc. has unveiled its refreshed retail brand identity. As the brand nears its seventh anniversary, RISE has debuted an ambitious brand vision that embodies the company’s desire to galvanize the cannabis community to join its movement to democratize cannabis access. The refreshed brand identity and store designs were completed in partnership with global design firm Turner Duckworth along with Brand Bureau, a creative agency composed of strategists and designers who invent and interpret brands.
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“The cannabis industry is constantly evolving and our brand should adapt alongside it,” said Jen Denis, Vice President of Creative Services at Green Thumb. “As we approach the seventh anniversary of the launch of RISE, we are proud to unveil a new retail identity that is reflective of the commitment we have made to our community-based roots and socially inspired mission to improve the cannabis industry for the better. With the newly designed stores, we want patients and customers to feel empowered and supported throughout their RISE experience.”
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Turner Duckworth’s contributions to RISE’s revitalized brand identity were inspired by the upward momentum of the cannabis industry rising into the dawn of a new day. The international design studio used RISE’s optimistic and empowering aesthetic to create a bird-centric brand mark that embodies the healing and transformative qualities of cannabis. The brand mark is accompanied by a bold, vibrant color palette inspired by the cannabis plant and its products, as well as a raw, textured aesthetic that is disruptive and irreverent. The plant inspired the RISE illustration style, which feels natural, bold, layered, textural, and produced by hand — a celebration of the plant. “Good designs are creative, but great designs are inspired,” said Gavin Hurrell, Creative Director at Turner Duckworth. “We are proud to stand alongside a brand like RISE that works tirelessly to elevate the cannabis industry and the world around it. Their purpose-based work greatly inspired our vision for their reimagined brand identity, and we are excited to share it with the world.”
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Brand Bureau was the interior designer for the RISE prototype design. The design translates the visual identity from Turner Duckworth to the environment by creating signature moments within the customer journey, honoring each region through localized illustrations, and embracing flexibility in the application of design elements to drive this pioneering product market. “Drawing from our hospitality-industry expertise, our goal was not just to simply translate the visual identity to the interiors but provide a new approach to the design and experience of cannabis retail by creating an approachable and memorable environment that guests would want to return to again and again,” said Hilary Miners, Head of Environment Design at Brand Bureau. “The outcome was achieved by activating the brand in large impact and nuanced touchpoints through the thoughtfully considered guest journey.”
