Tweed retails spaces serve as a place to show to consumers the portfolio of flower, pre-rolled, edibles, and beverage options that Tweed and the Canopy Growth umbrella have to offer. Additionally, these spaces aim to educate customers about the evolving cannabis market and its diverse offerings.

Create print and digital materials tailored to the retail environment, including digital menu boards, pricing signage, promotional displays, and everything needed for a complete retail build-out, managing the needs of all stakeholders within the retail, creative, and marketing environment.

Graphic Design Tanya Cull, Nadim Zakkour
Creative Direction Joanne Gallop, Jess Hay
Art Direction Jenn Dunaj, Mathieu Robin
Copywriting Adam Lalama, Meagan Kelly
Illustration Chelle Lorenze

Working for Tweed Retail provided the opportunity to engage in a diverse range of design projects, from the small details that enhance user experience to large-scale experiential initiatives that foster a sense of wonder and community within our brick-and-mortar stores.

As the lead designer for the 2019 4/20 campaign—the first celebration since legalization—I collaborated closely with our Creative Director, Jess Hay, to develop a vibrant and eye-catching graphic style. We sought to honor the rich history of cannabis leading up to legalization by incorporating halftone printing techniques and a Warhol-inspired artistic style into our print and digital media.

For the holiday season the team envisioned a concept that would prominently highlight the Tweed green. We embraced a sleek monotone aesthetic and applied it to new product shots featuring the cannabis flower as well as existing photography of packaging and accessories. Infusing the festive spirit, we drew inspiration from mistletoe and the joy of gifting, crafting two engaging themes that position our unique flower as the centerpiece of the holidays. The outcome is a visually stunning campaign that not only celebrates the season but also showcases our brand’s unique identity in the cannabis market.

As an integral part of the Tweed Retail Team, we collaborated closely with retail stores across Canada to provide comprehensive brand support through various touchpoints. We developed all signage for both retail and third-party locations to promote sales and campaigns, ensuring adherence to strict brand guidelines.

In compliance with Canadian cannabis regulations, which prohibit any visibility of products from outside, we designed custom vinyl graphics to be applied over privacy films on the exterior windows. I developed an abstract visual by merging Tweed fabric elements with terpene illustrations. This versatile concept can be seamlessly adapted to any type or size of exterior window, ensuring brand consistency across all locations.

Occasionally, stores would present us with unique design challenges. One store needed a solution to block visibility into the retail space from the front desk. We partnered with Blast Print Media in Winnipeg to create a lightbox that not only provided a physical barrier but also served as a touchpoint, welcoming or bidding farewell to our customers.

Every Tweed retail store showcases unique design features that distinguish them while incorporating brand elements for a cohesive identity. Highlights include custom gallery walls displaying a curated collection of photographic, illustrative, and abstract art, as well as lightboxes featuring unique illustrations of the cities where each store is located.