The Project

Helping An Underground Cannabis Grower Step Into The Light

In a sea of brands that feign authenticity with tired weed tropes and stoner clichés, we helped reposition and rebrand Flowr to own its underground heritage and speak confidently to the balanced, modern cannabis user.
Zerotrillion’s assignment began with a strategic challenge: how do you turn FLOWR—a cannabis producer born in the underground market—into a premium brand for today’s regulated landscape without diluting its outlaw heritage? The agency anchored the rebrand in FLOWR’s “pre-legalization roots,” framing the company’s meticulous cultivation as a craft tradition that long pre-dated Canada’s legal market. A minimalist identity built around a bold cobalt-blue “F” became the visual shorthand for that story of provenance and quality, signalling that FLOWR’s flower is worthy of connoisseur display rather than concealment.