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Jun 01, 2023

Designing Canadian Cannabis

Matt Webb

About this video


(or, How I Learned To Stop Worrying And Love The Regs)

After a decade in Toronto, Matt and his partner Katherine decided to strike out on their own on the West Coast with a vague sense that if cannabis was about to be legalized, someone would have to create the branding and packaging. So, why not them? Seven years later and they've created some of the most well-known cannabis identities in Canada, and now jointly creative direct the brands of BZAM Ltd. Join Matt as he outlines the process of designing in a strictly regulated niche, describes how the design landscape in cannabis has matured since legalization and explains what it really takes to create a meaningful cannabis brand.


Matt Webb

Matt grew up in small town Alberta, spending alternate weekends watching his father hand-letter signs and pinstripe semi trucks. After realizing that what his father was doing was called ‘design', he joined the design program at Macewan University, eventually studying at the Cooper Union and earning a Bachelor of Design, Honours degree from NSCAD. Matt spent the next decade in Toronto, eventually becoming Senior Designer at Chad Roberts Design. In 2016, Matt and his partner Katherine founded Webb Creative, a branding and packaging studio specializing in cannabis. Together they've created some of Canada most well-known cannabis brands, including Broken Coast, DOJA, -ness, TableTop and BZAM. In late 2022 Matt Katherine joined BZAM Ltd. full-time, and now oversee a roster of 9 brands (and growing…)