DogwalkersBRAND IDENTITY CONCEPTS
In an industry filling with endless high-tech options and new ways to consume cannabis, Dogwalkers focused on perfecting a back-to-basics product for those who like to keep it simple… and fun.
Much like the simple pleasure of taking your dog for a walk in the woods, Dogwalkers creates an opportunity to take a break from your day, de-stress and reconnect with yourself. An option for those who know the only frills they really need are attention to quality and ease of use…. In the form of a shake-free, hand-finished pre-roll crafted to deliver a moment of relaxation that’s ready to go anytime, anywhere.
After 2 years in the pre-rolls market, Dogwalkers was in need of a total rebrand, complete with identity, story, and activation ideas. The successful new brand would accomplish three key goals:
- Create enough buzz to cut through the noise
- Generate product trials for new consumers
- Win the loyalty of their target demographic, “the classic toker.”
To meet Dogwalkers’ strategic needs, Chronic applied design thinking to industry & client research. We developed three distinct purpose-first platforms — “big idea” creative concepts to serve as a center of gravity, influencing every aspect of the brand itself. Each concept’s unique aesthetic and reason for being were developed to align with the same goal: to position Dogwalkers as a simple way to relax and unwind, specially made for cannabis consumers seeking a classic yet elevated experience.