The Project

An electric new visual design and positioning for Organigram’s flagship brand, Edison.

Thomas Edison said he never wanted to make anything that people wouldn’t want to buy.

That was a lot like what Edison Cannabis was trying to achieve. So we took them there, both with an exciting new brand idea and the visual language to prove it.

Edison produces cannabis products at that sweet spot - quality beyond the cheap brands and priced at a bargain below the ultra-premium brands. Why? Because enthusiast smokers shouldn’t have to break the bank to enjoy their smoke.

High standards, but only for what matters. Taste. Smell. Effect. Moisture. Affordability. And nothing else.

We were tasked with evolving the brand from functional to emotional, building a bold identity that would resonate with discerning, lifestyle-driven consumers. Always Electric transforms Edison from a product-first brand into one that excites any occasion, bringing buzz not just to the individual, but to the entire room. The new identity combines modern design with industrial heritage cues, ensuring Edison feels both premium and grounded.

The Results

From packaging built within strict Health Canada regulations to social, retail, and merchandise, we created a unified system that amplifies Edison’s cool factor while staying true to its value-driven promise. The new visual language captures an edge that feels stylish yet sincere, making Edison a cannabis brand worth paying more for. As of late 2024, Organigram is the #1 recreational cannabis company in Canada.