Edison is the flagship recreational cannabis brand for Organigram. The challenge: repositioning Edison from a functional label into an emotional, lifestyle-driven brand, bridging the gap between value and premium offerings.

I created the brand identity and packaging system around the core concept Always Electric. Navigating strict Health Canada compliance regulations, I developed a visual language combining modern lifestyle aesthetics with industrial heritage cues, bringing clarity and craft to heavily regulated touchpoints.

The modular design system scaled across packaging lines, retail environments, merchandise, and digital touchpoints. This repositioning elevated Edison’s market presence, creating an authentic brand experience that helped propel Organigram to become Canada’s top recreational cannabis producer.