GLENN’S EDIBLES

A RIPPLE EFFECT IN CANADA’S EDIBLE MARKET

In a market where most cannabis brands have to play it safe, Glenn’s broke through by leading with design, storytelling, and sensory delight. With advertising restrictions in place, we let the product do the talking. As the brand’s creator and creative director, I built and led a team across brand strategy, packaging, content, merch, and physical experiences to bring Glenn’s to life.

From the ripple-textured gummies to a character-driven brand story, Glenn’s offered something rare in the category. It felt nostalgic, confident, and culturally relevant.

The Challenge

Canada’s cannabis market is crowded, controlled, and in the early days, largely driven by word of mouth. Without access to traditional advertising, brands had to earn attention through design, storytelling, and real-life experiences. For Glenn’s, standing out meant breaking convention and capturing hearts at events and in-store.

  • Strategy and Voice

    We crafted Glenn as the charming, eccentric host who sets the vibe. Our brand voice balanced nostalgia with wit, rooted in sensory memories of good times past—designed to playfully disarm and invite connection.

    Design and Product

    The gummy became our hero product. I developed a proprietary ripple texture and color system that photographed beautifully and instantly differentiated us in an oversaturated market. The pouch packaging delivered clarity at first glance while nodding to vintage candy aesthetics with contemporary polish.

    Brand World and Merchandise

    We extended the experience beyond the product itself, building a tactile ecosystem: Glenn's Cash coupons, handwritten notes, custom toolbox influencer kits, branded T-shirts, sample cartons, and point-of-sale displays. This merchandise system created collectible moments people wanted to gift and share.

    Content and Rollout

    Our retailer campaigns prioritized authentic storytelling over traditional advertising. We created on-site touchpoints, branded moments, and even spontaneous in-store serenades by Glenn himself. Fans organically amplified this energy across TikTok and Instagram, turning "spotting Glenn" into a genuine micro-trend.

    Sales Tools and Brand Standards

    Budtenders received comprehensive founder decks, flavor guides, brand standards, and scalable digital marketing assets, all designed to maintain charm while ensuring consistency. Our mission: make Glenn's an effortless story to tell and an irresistible one to love.

    Launch Strategy

    We launched with complimentary, non-infused gummies for dispensary sampling. This simple gesture positioned Glenn's as generous, flavor-forward, and memorable from first contact.

  • RETAIL TRACTION AND COMMUNITY BUZZ Glenn's transformed from concept to one of Ontario's most recognizable cannabis edibles brands with remarkable speed, earning recognition for its unparalleled taste and mouthfeel.

    SOCIAL CHANNELS IGNITED The distinctive ripple texture became instantly iconic, driving exceptional engagement on Instagram and through newsletters. This success disrupted the competitive landscape so significantly that rivals worked to undermine Glenn's social media presence, resulting in account takedowns. However, Glenn's community proved resilient and loyal, maintaining strong engagement and presence across multiple platform iterations, demonstrating the authentic connection between brand and audience.

    DISPENSARIES EMBRACED THE BRAND Retailers enthusiastically supported Glenn's packaging, merchandising tools, and storytelling resources. The Ripple Effect extended to community outreach, with Glenn's supporting local mom-and-pop dispensaries through complimentary product sampling for customers. Many retailers converted their Glenn's displays into permanent fixtures, testament to the brand's visual impact and sales performance.

    CREDIBILITY THROUGH STRATEGIC PARTNERSHIPS Collaborations with respected industry players like Sauce Rosin Labs and Nugz elevated Glenn's credibility while opening new market opportunities. These partnerships facilitated meaningful co-creation between craft producers, reinforcing Glenn's commitment to quality and artisanal excellence above mass market approaches.

    AUTHENTIC EXPERIENCE DELIVERED RESULTS Customers formed genuine connections with Glenn's products and brand story. The Ontario Cannabis Store featured Glenn's packaging and distinctive gummy design in both editorial content and retail showcases, achieved through organic recognition rather than promotional campaigns. The products earned their spotlight through merit alone.

    The ripple effect continues to expand.

Back