Sister Cannabis

Sister is a pioneering cannabis company catering primarily to women. The core pillars of the brand are trust, community and measured consumption. They seek to give women the ability to understand and ease into their cannabis consumption. The visual direction that they wanted to pursue was one of bold simplicity, featuring minimalist compositions, bright color and soft textures to convey a feeling of sisterly warmth.

User Story:
Jessie Van Riel

Jessie is a 29 year old CEO and founder of an e-commerce business/ brand that leverages digital marketing strategies to sell high quality lifestyle and health products direct to consumer. Her first job out of university was at a Digital Marketing agency but she knew very quickly that working for somebody else wasn't for her. Starting her business was a challenge and it took grit and determination to earn her first sales.

Since those humble beginnings, she has grown her brand into a multi-million dollar business and is now looking to build a second brand, this time in the fashion space. It's a lot of work but she couldn’t imagine doing anything else.

Jessie has a hectic routine. She is aware that being so involved in work can have a negative impact on her physical and mental health so she tries to be intentional with her time and schedules yoga sessions at least twice a week. She has also tried to incorporate meditation into her daily routine but she finds she gets distracted and feels it isn’t doing it for her. She knows that some of her friends smoke cannabis to wind down after a stressful day but she is turned off by the overly masculine and ‘stoner culture’ associations of current offerings in the cannabis market.

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