We were tasked with reimagining how a new disposable vape brand is brought to market 5 years post-legalization. Working closely with Adastra Holdings and I GOT DREAMS, we developed and launched the Lunch 1.2g disposable vape line. With a focus on quality flavour-forward offerings and innovative yet familiar hardware, the Lunch line meets the needs of vape enthusiasts. In an effort to target a newly emerging consumer base, one that can’t be bothered by the complexities of cannabis, we created a brand identity that differentiated itself from Adastra’s current brand portfolio. While positioned as fun and approachable, Lunch is a brand that doesn’t concern itself with life’s trivialities. It takes a satirical approach to anything that stands in the way of simple pleasures, empowering the audience to extract merriment from the mundane - a sentiment that speaks to it’s target consumer. No, your email did not find us well, it found us on the way out. No, we will not ‘circle back”. We will circle forward, to wherever Lunch is being served.