Jewels
Indiva is a Canadian cannabis manufacturer bringing edibles to market for a national audience. When they acquired the U.S. edibles brand Gems, the product needed more than a new name to succeed in Canada; it needed a brand that could speak honestly to the women actually reaching for it.
Scope
Brand Strategy + Messaging Visual Identity Copywriting + Content Graphic Design Video Storytelling
From stigma to self-care: rebranding cannabis for the women it was never really built for.
The Ask
Gems had built a following in the U.S. Still, its lifestyle imagery and messaging weren't aligned with the Canadian market's compliance standards or with the audience Indiva wanted to reach here. The brand needed a full refresh: new name, new visual identity, and messaging that could travel across retail, social, and in-store touchpoints.
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 ThielVice President, Marketing, Indiva (former)
The Insight
The product's differentiator wasn't lifestyle; it was function: a small THC dose that fit into a full life rather than derailing it. Women juggling work, caregiving, and everything in between don't need permission to unwind; they need a product that's discreet, low-commitment, and doesn't ask them to plan their day around it. The opportunity was to position microdosing as a practical tool for staying on top of a busy life, not an escape from it.
The Answer
We renamed the product Jewels and built the brand line "Micro-manage your day" to communicate the core benefit clearly: a small, buildable dose that works with your schedule. The visual identity used soft shapes, saturated colour, and confident type to create a look that felt vibrant and unmistakably made for its audience, while staying grounded in what the product actually does. We carried that same clarity into a brand video, using animated shapes and typography to bring the packaging to life for in-store shelves and social feeds alike. Every piece of the system- name, message, visual identity, and video, was built to meet Health Canada's compliance requirements while still giving Jewels a distinct presence in a crowded retail category.
The Impact
Jewels launched nationally in Canadian retail as a distinct, compliant brand, giving Indiva a differentiated edibles product built specifically for its audience rather than a repackaged import.
