Marijuana Business Magazine February 2019

Marijuana Business Magazine | February 2019 58 Alberta-based Alcanna operates Nova Cannabis, where samples are displayed with clinical information cards about strain characteristics. Photos by Lindsey Bartlett Shelley Girard, vice president of brand strategy, Alcanna Some Canadian companies have found creative ways around the branding conundrum. Alcanna—a liquor store operator that expanded into marijuana through a partnership with industry giant Aurora Cannabis—aims to engage consumers through an appealing interior design for its stores, colorful displays and sample jars. The company owns retailer Nova Cannabis. Shelley Girard, Alcanna’s vice president of brand strategy, said the company’s strate- gy is aimed at improving customers’ experience. “Consumers will help guide us on what brand message stories they want to hear,” Girard said. “It depends on the product itself. Some signs are color-based. Some are signaling what customers can expect from the product. … Clear language around the products tells you what you can expect from the experience.” Canada Gets Clinical Alcanna Seeks to Get Creative