In 2022, True North Cannabis was acquired by our client, Blue Sky Hemp Ventures, as a natural extension of their hemp extracts portfolio and first delve into retail consumer goods. Before the acquisition, True North had been through a number of iterations of finding itself. It had started in both the hemp foods and CBD extraction retail world and was also an extract and food wholesaler like Blue Sky. Now, True North Cannabis has firmly established itself as a CBD extracts business, with a primary focus on the medical and rec market. Known for its isolates and THC free formulations, we worked closely with True North to help articulate True North’s ‘true self’ with a view to really start owning the THC free category. After all, not everyone wants to get high - in fact, some customers really don’t and won’t touch CBD or any of the other minor cannabinoids if they have even traces of THC. True North is superior at their distillation processes and are able to produce extracts with only trace amounts of THC, enabling them to remove the massive THC logo otherwise required by Health Canada. By doing so, they have an advantage and a differentiator in the market worth capitalizing on. And that’s what we’ve done. With this in mind, we helped to bring on the brand, packaging, and positioning forward to proudly own the THC-Free category.