Mirth Provisions (the Power of a Brand): Defining a Category

(Mirth Provisions is one of the companies featured in The Power of a Brand: Lessons From 20 Top Cannabis Companies, in the June issue of mg Magazine.)

When Mirth Provisions‘ founder Adam Stites wanted to create something new in the medical space, he turned to his friend Peter Metz, co-owner and creative director at the Sockeye agency. “I’d seen their ability to get to the essence of what or who a brand is and reflect that in a way that is honest, super-original, and ownable,” said Stites. “Sockeye has helped us think about our brands from the ground up.”

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Metz saw an opportunity for Mirth to pioneer a new kind of product designed for those who enjoy edibles but eschew products “replete with high-fructose corn syrup.” The result: Legal, a sparkling infused beverage with an aesthetic reminiscent of hometown brews, backyard cookouts, and soda fountains. The team chose the name Legal to celebrate the repeal of prohibition.

Stites said the brand targets an upscale, health-conscious demographic, which responds well to the product’s look, taste, effect, and subtle message about good, clean fun. “The Legal consumer might try other options, but they come back to us,” he said.

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