Flower Forward for Cossette

October 17th, 2019, marked a momentous change in the cannabis industry.

October 17th, 2019, marked a momentous change in the cannabis industry. Known as “Legalization 2.0”, it saw new formats and innovations being introduced to excite Canadians for the first time. Flower, the earliest form of cannabis, was metamorphosing into edibles, beverages and vapes – the future of cannabis. As industry trail blazers, Canopy Growth hosted events in Toronto and Calgary where they showcased their impressive brand portfolio and celebrated this evolution within the industry alongside media, vendors and cannabis enthusiasts alike. Cossette was tasked with developing the event strategy, naming, branding and experiential design to build curiosity and anticipation around the new, forward-thinking products Canopy was going to offer. We needed a way to elevate this important moment in Canadian cannabis history while staying true to the brand and connecting with their existing customer base. So we took elements of Canopy’s core identity and evolved them into Flower Forward. At the event, keynote speakers outlined how the industry was transforming. Guests were invited to experiential stations lead by Canopy innovation experts where they could touch, taste, and drink non-active samples of vapes, edibles and beverages that would soon be in-market.


Canopy Growth



Cossette Brand Design Toronto


Creative Direction & Design

Mark Neil Balson



Julie MacKinnon

Head of Design
Luis Coderque



Elijah Di Gangi


Floral Installation

Carl Ostberg


This project was completed in 2019 while in the role of Creative Director, Design at Cossette Toronto.