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Editors Note: Welcome to our newest bi-weekly column, Classing Up Cannabis. Consider this your go-to spot for fluid, applicable advice regarding the image, design, marketing, and branding of your cannabis business. Right now, most of the content in the cannabis zeitgeist neglects to highlight or speak to the minds behind businesses—you know, those fueling the industry. Whether you’re just launching a brand or your long-time business has weathered the transitional storm of complex regulation, we dedicate this column to you.
When medical cannabis was first legalized in California in 1996, the concept of cannabis branding was essentially non-existent. Dispensaries looked less like retail stores and more like back-alley speakeasies with bars on the window and a generally uninviting atmosphere, accented by packaging products in Ziplock baggies.
Fast-forward twenty years, and the landscape is drastically different. Instead of being sketchy holes in the wall, most dispensaries…
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