FROM GOOD TO GREAT: BRANDING AS A BUSINESS STRATEGY - Marching to a different beat in cannabis retail

FROM GOOD TO GREAT:
BRANDING AS A BUSINESS STRATEGY
  Marching to a different beat in cannabis retail

Westleaf is a Canadian cannabis   Prairie Records celebrates the tie
company focused on innovative     between recreational cannabis
retail experiences and creating   and music through an immersive
engaging products and brands.     in-store experience while providing
                                  safe and high-quality cannabis
                                  products in premium locations.

INDUSTRY CHALLENGES

Pricing   Distribution   Endorsements    Product   Consumer
                                        Branding   Knowledge

INSIGHTS

CULTURAL               CONSUMER
                            TENSION               TENSION
People are drawn to places, spaces, and groups    The mass amount of choice, paired with a lack
   that offer opportunity, inspiration, and new   of concise, digestible information, can
   knowledge – especially within the realms of    breed decisions based on routine
          relaxation and personal betterment.     or convenience.

   While there are several sources that provide   Function-first purchasing decisions like this
     access to information about cannabis, the    lead to isolated shopping behaviours, void of
       disparate landscape of the industry can    the cultural experience and warm community
  be overwhelming to navigate for the average     that cannabis can offer.
                                     consumer.

CONSUMER                  BRAND
                           TRUTH                 TRUTH
  Research shows that modern consumers are       Prairie Records was built on the ethos of
keen to participate in meaningful experiences    discovery, wanting to offer cannabis consumers
  as a way of measuring their quality of life.   new opportunities to explore themselves, their
                                                 communities, and their creativity.
      Tapping into these experiences requires
     awareness and participation, beyond the     This experience is offered through the lens of a
                                surface level.   record store.

HISTORICAL                  RITUAL
                               FACT                  FACT
 Music and cannabis have a long-standing and         The soulful relationship between cannabis and
 indisputable history that is as strong today as     music has allowed ritualistic practices to find
                             it was in the 1970’s.   their way into the creative process.

Artists in general have always used cannabis to      In fact, research shows cannabis prepares you
                    explore, discover, soothe, and   to appreciate, and open yourself up to, larger
                   nurture their creative process.   sensorial experiences. This includes enjoying
                                                     and creating art.

OPPORTUNITIES TO COMPETE

 Ritual           Community

REACH
NEW
                         Prairie Records will encourage the curious
                         cannabis consumer to explore. We will
                         unearth inspiration, nurture creativity, and

HEIGHTS
                         advocate for discovery in their everyday
                         lives.

INSPIRING THE CREATIVE
CONSUMER THROUGH EVERY
TOUCHPOINT

WE ARE REDEFINING THE
CANNABIS PURCHASING EXPERIENCE.

THE
PRAIRIE
RECORDS
STORY

D O YOU HE AR THAT?
OUR
GUIDING
NARRATIVE

            WE HEAR IT TOO. A NEW SOUND
            TAKING THE WORLD BY STORM.
            A NEW MELODY CHANGING THE
            WAY WE LIVE. AND A COMPLETELY
            ORIGINAL COMPOSITION ALTERING
            OUR VERY PERCEPTION.
            FLIP THROUGH THE STACKS.
            DISCOVER SOMETHING DIFFERENT.
            AND FIND YOURSELF GETTING LOST
            IN THE MUSIC.

HOW IT
COMES TO
LIFE
Prairie records is built on the ethos of
discovery, wanting to offer cannabis
consumers new opportunities to explore
themselves, their communities, and their
creativity.
This experience is offered through the
lens of a record store.

DESIGN

EACH RECORD
COVER
REPRESENTS A
DIFFERENT STRAIN
OF CANNABIS
This allows our customers to take
their time browsing through the
stacks and experiencing our
products at their own pace with the
opportunity to discover something
new.

PRODUCT PACKAGING

IN STORE EXPERIENCE

LOCATIONS
            BANFF                              BROADWAY                           PALACE THEATRE

   Located in the Heart of Banff’s     One of the Most Central Locations in          140,000+ Downtown Workers
 Tourism and Entertainment District                Saskatoon

Nearly 30,000 Average Daily Visitors     Premium Location in One of the           Next Door to High Traffic Concert
 In Addition to Permanent Residents    Most Walkable Areas in Saskatoon (91                    Venue
                                                  Walk Score)

 Internationally Recognized Tourist    Oligopolistic market structure with only   Most Central Downtown Location in
            Destination                    7 cannabis stores in Saskatoon                      Calgary

PRAIRIE   Building A Community   Establishing Our Knowledge    Supporting Local

RECORDS
PILLARS

            Inviting Spaces          Relatable Content        Thoughtful Messaging

WHAT WE’RE USED TO SEEING

WHAT WE’RE SHARING
ABOUT THE PLANT      CAN N ABI S PR ODU CT S   MU SI C I N DU ST R Y   COMMU N I T Y DI SCOVE R Y

Terpene knowledge.      Brands we carry.         Our playlists.           Community partners.
     Effects.         Accessories we carry.     Inspiring talent.        Shows and local events.
    How to buy.             Top Hits.          Music + Cannabis.             In-store events.
  Where it grows.                                                        Local artists and brand
 How to pair with          New items.              Celebrating
                          Promotions.             individuality.               supporters.
      music.

WE’RE GENERATING
 BRAND AWARENESS
ACROSS THE COUNTRY
 WITH STORYTELLING

BRAND STORYTELLING

Corporate            Educational   Retail

THOUGHT
LEADERSHIP

WHAT WE’RE HEARING AND SEEING

KEY LEARNINGS

   Foster                          Leverage the
community &      Create a ritual
                                     power of
 encourage     consumers want to
                                    storytelling
  discovery       be a part of