The Project

Light the Way: Making cannabis design as bold as its believers.

Trailblazer was ready to evolve. While the brand resonated with a small subset of knowledgeable, heavy cannabis users, it hadn’t really delivered to their standards of product or brand experience. Organigram tasked Zerotrillion with relaunching Trailblazer, aligning the identity to its new purpose: high THC products for consumers who use cannabis with confidence, not hesitation.

In-depth market research sparked our new brand idea “Light the Way,” a narrative about resilience, reflection, and optimism. Our design direction avoided “soft” or “pinkwashed” cues common in brands with a female audience, instead embracing honesty, inclusivity, and strength. The result: a confident, human, and beautifully considered identity that reflects both the therapeutic value of cannabis and the sophistication of those who rely on it.

The new Trailblazer brand system includes a refreshed logo, typography, color palette, and packaging for pre-rolls, flower, and edibles. Social, retail, merchandise and video balance hope and clarity with recreational cannabis cues. By embodying coping and confidence in every design detail, Trailblazer now truly lights the way for the passionate believers who have always stood behind it.

The Results

A cohesive identity and packaging system that elevated Trailblazer to compete credibly with leaders in their category, empowering Organigram to grow awareness, market share, and loyalty among its most important audience.