Don’t enter the world of cannabis branding unless you’re ready to give it everything you’ve got. “You have to dedicate your life to it, which I have,” says Cannabrand CEO Olivia Mannix, who founded the Denver-based marketing company right out of college in 2014, the same year recreational marijuana became legal in Colorado. “Running a business, in general, is a huge challenge. Top that off with the nascent cannabis industry, and you have a double whammy. It’s not for the faint of heart.” Most brands are ripe for a rebrand -- trying to pivot consumer perceptions from party plant to professional product -- so Cannabrand must ensure that everything from names to packaging embodies this aesthetic for their 157 clients. (Mindful, a dispensary chain with locations in Colorado and Illinois, tasked them with coming up with an entirely new brand identity, which resulted in a redesign of storefronts, uniforms and signage.)

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