Jewels
Rebranding cannabis for the women it was never built for.
When Indiva acquired the U.S. edibles brand Gems, the product needed more than a new name to succeed in Canada. It needed a brand that spoke honestly to the women actually reaching for it.
Results
National launch in Canadian retail Health Canada compliant, from name to video New name, identity, brand line and video
The Ask
Gems had a U.S. following, but its lifestyle imagery and messaging didn't fit Canada's compliance rules or the audience Indiva wanted to reach. It needed a full refresh: new name, new identity, and messaging that could travel across retail, social and in-store.
It's always a pleasure to work with BOLD LIP on projects of all scopes. Their collective creative brainpower has helped us get out of a design rut more than once.
Leah ThielVP, Marketing, Indiva (former)
The Insight
The product's edge wasn't lifestyle. It was function: a small THC dose that fits into a full life instead of derailing it. Women juggling work, caregiving and everything else don't need permission to unwind. They need something discreet and low-commitment that doesn't ask them to plan their day around it.
The Answer
A new name, Jewels, and a brand line that says the benefit plainly: Micro-manage your day. Soft shapes, saturated colour and confident type that feel vibrant and made for this audience. A brand video that brings the packaging to life for shelves and social feeds. All of it built to Health Canada's requirements.
The Impact
Jewels launched nationally in Canadian retail as a distinct, compliant brand, giving Indiva an edibles product built for its audience rather than a repackaged import.
Scope
Brand Strategy + Messaging Visual Identity Copywriting + Content Graphic Design Video Storytelling
