7 minute read
Behind the Re-brand
FIND YOUR RYTHM
In the words of the acclaimed musician, singer and songwriter, Jimi Hendrix, “Music is a safe type of high… It’s nothing but rhythm and motion”.
While Hendrix’s “Purple Haze” was a direct result of his iconic electric guitar, Green Thumb Industries (GTI), a leading cannabis CPG (consumer packaged goods) company, recently composed and released a euphonious and euphoric hit of their own with the rebrand of their “RYTHM” brand line. Similar to most cannabis products, this strain impacts everyone differently. So, as the GTI catchphrase for this product states, all that’s left to do is “find your rythm.”
Although GTI’s headquarters is in Chicago, their line streams across the United States, with their RYTHM brand being uber popular in Massachusetts. Adam Landau, brand director, and Nicole Grede, senior brand manager, both serve on the marketing team at GTI. Landau described GTI as multi-state operators. “We produce our own products,” he said. Their brands in particular are what Landau and Grede solely focus on.
For over a year now, Landau has been working on this rebrand, with the assistance from his GTI team. Having recently joined him, Grede has seen the new vision and rebrand come to life.
According to the two, RYTHM is a flower based brand that is in nine markets. RYTHM includes flowers, vapes and concentrates. Landau said the brand is “a true to flower experience.” He went on to say that the flower is grown from the best genetics and the premium flower is a good potency.
According to the GTI website, “RYTHM premium flower offers optimal potency, lush aromas, and rich flavors.” The flower is available in 1/8oz (3.5g).
The RYTHM vape is a 100 percent cannabis product. “RYTHM premium vape pens, vape cartridges, and PAX pods use only high quality, full spectrum CO2 oil and 100 percent strain specific terpenes, for your true to plant experience,” read GTI’s
FLOWER.OWER. ELEVATED.V TED
Please Consume Responsibly. This product may cause impairment and may be habit forming. Marijuana can impair concentration, coordination, and judgment. Do not operate a vehicle or machinery under the influence of this drug. This product has not been analyzed or approved by the Food and Drug Administration (FDA). There is limited information on the side effects of using this product, and there may be associated health risks. Marijuana use during pregnancy and breast-feeding may pose potential harms. It is against the law to drive or operate machinery when under the influence of this product. KEEP THIS PRODUCT AWAY FROM CHILDREN. There may be health risks associated with consumption of this product. Marijuana can impair concentration, coordination, and judgment. The impairment effects of Edibles may be delayed by two hours or more. In case of accidental ingestion, contact poison control hotline 1-800-222-1222 or 9-1-1. This product may be illegal outside of MA.
website. “Our 100 percent cannabis vape products are made with the highest quality and purity standards, never contain additives and are verified by state-approved testing laboratories.”
Finally, their concentrates are considered both high quality and high potency. “RYTHM concentrates capture the full depth of the original plant with highly concentrated and terpene-rich offerings across a range of live and cured products,” their website continued.
With this rebrand, Landau explained that the biggest change was their packaging. The new packaging has all of the necessary information listed right on the side of the product. “We took it to another level,” said Landau. This allowed for a complete new design, new logo and new icons.
GTI decided to keep what people liked from their previous brand and advanced it. They were able to figure this out through consumer research and purchases that their customers have made in the past.
Landau said that the actual packaging and jars have changed, allowing for shorter jars - making them easier
to open. For the vape packaging, they now come in bags; forcing them to sit up right. He added that they also have stickers that can be put and/or moved from products - showing their true form and function.
After having launched this rebrand a little over a month ago in Massachusetts, Landau said they have received a lot of positive feedback from customers. “People love the information [on the products], he claimed. “[Our] intent has matched [the] response.”
Despite the lengthy process, Landau, Grede and their GTI team are excited to see their rebrand continue to unfold. In addition to rolling out the new products/brand itself, Landau For additional information on GTI and their RYTHM line, visit: www.gtigrows.com
PREVIOUS RYTHM BRAND PACKAGING
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