A brand fuelled by creative collaboration and love of a joint effort
Spark something
If Tilray wanted to build a credible creative cannabis brand, it was imperative to integrate art.
You can’t be everything to everyone. By leaning into a defined point of view (and partnering with like-minded creators who lived it) RIFF was able to build an authentic brand platform that genuinely resonated amongst the creative community.
Photography: Tara Noelle
In the early days, people would message our instagram account thinking we were a grassroots artist brand asking for merch
Motion Graphics: Alex Booth
Art direction
Distorted type, grungy textures and a black and white analog identity at the core of it all
We had so much fun scanning, taking photos and experimenting in- house on this brand – every creative’s dream
Graphic Design: Brian Butler
Merch
RIFF elevated their merch program by partnering with Toronto-based illustrator Lucas Young for covetable drops
Illustration: Lucas Young
Illustration: Lucas Young
Illustration: Lucas Young
Illustration: Lucas Young
Illustration: Lucas Young
Experieriential
Over the years RIFF hosted dozens of events embracing the artist community, cannabis culture and love of a joint effort
420 HOLY SMOKES JAM
Crossfade and Orbital launch party
Maker Arcade terpene bar
Collabs
Strategic partnerships enabled the brand to grow organically in different markets
RIFF x SweetWater
RIFF made it’s mark in the US by launching an unconventional vodka soda for an elevated audience
Creative Direction/ Design: Emily KalatzisAvailable in two flavour mashups:
Citrus with coriander + sea salt
Strawberry mule with ginger and lime
The time I got a RIFF tattoo