Gamut

Integrated Award — Rebrand/Refresh

Jacknife

Toronto, Ontario, Canada

Gamut, formerly Marijuana Packaging, partnered with Jacknife to overcome the limitations of its cannabis-focused identity and expand into wellness, beauty and consumer goods markets. The objective was to create a brand system that maintained trust with existing clients while positioning the company for broader growth.

Through deep research, stakeholder workshops and competitor analysis, Jacknife uncovered the need for simplicity and clarity in regulated industries. This insight inspired the strategic platform of “Reduced Complexity,” which informed the new name, Gamut. This name symbolizes range, adaptability and potential. The visual identity system, featuring spectrum-inspired graphics and a modular design, was crafted to flex across industries while reinforcing the company’s role as a trusted guide.

The result was a transformative rebrand that broadened market appeal without alienating the core cannabis audience. Feedback was overwhelmingly positive, with the client praising the flexibility, sophistication and alignment with their growth strategy. Today, Gamut stands as a full-spectrum packaging solutions provider, ready to expand confidently into new sectors.