Rubicon Organics were starting to experiment with growing organic cannabis outdoors, separate to their greenhouse operation. Not knowing the quality of the product they’d end up with - or even in what quantities they’d be able to harvest - they asked us to introduce a new brand to sit alongside their other, more established offerings.
Using ‘outdoor grown’ as the starting point, we were immediately drawn to stories and images of crops in the prairies, where good honest hard work was the difference between a good harvest and a bad one. In ‘Homestead’, we created a cowboy-adjacent character for the brand; giving us lots of language to differentiate between cultivars, formats, or wherever else this experiment would take them. It’s since become a customer favourite and now their staple budget brand for Rubicon.