Redefining cannabis’ role in the lives of healthy Canadians.

As the countdown to cannabis legalization in Canada began, Greenstar, a joint venture between Constellation Brands and Canopy Growth, set about developing a range of cannabis beverage products. They came to us with a brief that was simple, yet complicated - they wanted to launch a cannabis beverage brand, but weren’t sure who their audience would be, or what might motivate someone to choose one of their beverages.

The Quatreau logo
A can of Quatreau, a glass, headphones and a guitar in a sunlit room

For active, health-conscious Canadians, cannabis was growing in appeal over alcohol.

Can of Quatreau situated in front of a glass of ice
A bar cart displaying cans of Quatreau and empty glasses
A can of Quatreau on a wooden tabl with a book, alongside two comfortable chairs

We set to work researching the potential motivations for a cannabis beverage. Why would someone opt for this? Especially over something more available and accepted, like alcohol? What we uncovered is that for active, health-conscious Canadians, cannabis was growing in appeal over alcohol. It was lower in calories, had less sugar, and it didn’t threaten to leave them in bed with a hangover on Sunday morning.

With this, we defined how this brand would challenge common perceptions: when Canadians choose cannabis, they can enjoy a buzz without the guilt.

This challenge led to the development and naming of the sparkling water cannabis beverage, Quatreau: an all-natural beverage with only four simple ingredients. We also developed the full brand identity and packaging design for the initial skews, as well as tone of voice and persona direction.

Motus Bank MORE WORK