Cannabis Industry Ancillary Product Startup


“Elizabeth has brought tremendous dedication and commitment to our new brand and product development project. Her thorough approach does not cut corners in terms of both the depth and the context for the recommendations she brings forward. Her gentle persistence has been effective in pushing our team to keep our minds open and consider angles that are less intuitive to us, leveraging her deep and broad market experience and instincts as she learns and contributes to a rapidly evolving market.”

—Founder, Cannabis Industry start-up


FOUNDER of new ancillary product for cannabis consumption


Business Challenge:

Fledgling company seeking to create new brand and launch highly innovative new product range to penetrate underserved but growing cannabis consumer segments and solve key cannabis usage pain points.


What we Delivered:

Leveraged primary and secondary research to identify target segments, critical category insights, drivers and barriers, and develop /validate concept and benefit hierarchy.



Output of analysis and research shaped evolving industrial design for new solution and provided key insights for brand vision and identity.