Problem: Chalice had a reputation rooted in “stoner culture” but wanted to evolve into a trusted wellness brand.

Insight: Not all cannabis consumers want to get high; for some, it’s what keeps them grounded.

Idea: We repositioned Chalice as the gold standard for modern dispensaries, built on integrity, education, and holistic healing. This new brand identity leaves behind stereotypes and embraces purpose. From a new brand book to an elevated tone of voice, we helped set the stage for deeper trust and long-term customer loyalty.

My role: Executive Strategist. (Student Work at PSU- Winter 2025)

Myself and two other strategists wrote a White Paper for Chalice Cannabis that you can find here.