Cannabis had just been legalised in South Africa, but stigma, unclear laws, and lack of credible players made the market chaotic.

This co-op had no brand, no clear strategy, and no website, yet had the rare chance to become the country’s first legally registered cannabis co-op with the CIPC.

Without a clear identity and scalable digital presence, they risked losing first-mover advantage.

I was engaged to create a brand system that was inclusive, stigma-free, and scalable - more Amazon than underground.

Using StoryBrand and archetypal branding, we clarified their message to position them as a trusted guide.

Progressive UX optimisations helped streamline signup, shopping, and checkout experiences with a focus on conversions from day one.

The co-op launched with a conversion-ready eCommerce platform and a cohesive brand system across digital, packaging, and campaigns.

They gained deep alignment on identity and audience, and established credibility as South Africa’s first registered cannabis co-op.

With early traction online and a foundation for new suppliers and partnerships, they are positioned as the category’s first true marketplace.