RIFF

Jacknife

Toronto, Ontario, Canada (Client: Aphria Inc.)

Aphria Inc. enlisted Jacknife to develop a recreational platform to collaborate with creative, resistant-to-traditional-marketing, urban youth. Named “RIFF,” the platform engages with social media users, rewarding their attention to RIFF with invites to the most exciting and exclusive events of the summer. Jacknife provided a comprehensive branding solution, including platform guidelines, name, visual identity, packaging, strain names, social media assets, a zine, merch, market strategy and more. To complement RIFF, Co.Lab was launched as a collective of Canadian artists and makers who contribute to RIFF’s everevolving roster of collaborators. Through its meticulously crafted approach, Jacknife effectively captured the audience’s engagement and interest nationwide.

Credits

Executive Creative Directors: Michael Kelar RGD, Michael Richardson RGD

Designers: Lucas Young, Shawn Lambino, Warren Keefe, Jin Yan, Ryan Thiffault, Cairn Champagne

Copywriter: Anna Bedioens

Strategy: Rick Amaral, Alice Greenberg

Account Lead: Stacey O’Connor

Account Service: Tammy DeProfio, Rosemary Chau, Lucy Foster-Friesen, Reva Rewati