Captive was tasked with developing a brand/identity and concept store for the newly-formed Farmer Jane Cannabis Company. We set out to create a brand and concept store reflective of the prairie spirit. Authentic, gritty, resourceful with no gimmicks, just pretty good weed.
PRETTY GOOD WEED
We started the project by doing a little, umm, research...gathering a deeper understanding of the complexity of the medical and recreational cannabis industries and how these brands were positioned. Farmer Jane was not setting out to revolutionize the industry—they just wanted to produce a great product, and stress their farm-to-toke approach.
As part of the retail license application process, Farmer Jane was required to provide renderings of a concept store to showcase their plans, and to show that they were complying with security requirements. The space would be another opportunity to represent the brand's personality in its truest physical form—an environment.
Captive was tasked with ensuring that the floorplan met security standards. As most of the inventory would be held in a secure location in the rear of the store, we conceived a u-shaped "bar". This shape allowed for more space for interacting with customers while eliminating access to the rear of the store.
ODE TO FARM ECLECTISM
The space was designed to host an eclectic mix of everyday finds that can be found in farm buildings and houses across the prairies.
LEARN AS YOU GO
As an emerging industry, Farmer Jane wanted education to be front and center. We conceived several touch-points, both autonomous and aided, to help assist customers through their journey in the store.