Branded as being the intersection between cannabis and your super chic, effortlessly cool friend.

“Walking into Edition is like a breath of fresh air. No nonsense, easygoing, and approachable. We don’t try too hard or act elitist, we are the put-together, no-fuss friend that gets along with everyone. Minimal and clean, always ready to assist with no judgement. We fill in the blanks.”

The concept for the logo was to create an accompanying mark for the lettering that could stand on its own and abide by federal cannabis laws and best practices. Nothing overtly referential to the drug could be used, and thus the “blank” was born. Drawn from the first round of brand concepts, the phrase “we fill in the blanks” stood out. Alone, it allows for other information to be filled in. The blank can be whatever you need it to be. And, with more brand recognition, the consumer might see this blank and only fill it with one thing in mind: Edition.

In tandem with designing the overall branding, layouts for packaging, lighters, signage, and other business collateral were created.

The dispensary opened in late 2020 at 270 Dupont Street in Toronto, Ontario, Canada.