Eqalis recently announced a merger with Cannasouth to become the largest medical cannabis company in New Zealand. Over the next two years it’s expected this newly formed business is to become one of the leading players in the medicinal cannabis market both locally and globally.
We partnered with Eqalis pre-merger to create this new brand for a new company, in a new and challenging category that is up against ever changing government regulation.
Targeting often conservative and cautious medical professionals as the product gatekeeper, the brand needed to provide confidence, credibility and have a pharmaceutical approach.
We developed the brand strategy and name through to creative development of the brand.
The name 'Eqalis' encompasses two fundamental principles, the first being the recognition of cannabis as a medical product that supports the body's inherent systems to achieve balance and equilibrium. The second principle is derived from the understanding that the value of a medicine lies in its ability to enhance the quality of life through the concept of QUALY.
Its identity system is centred around the Statera icon which symbolises balance, wholeness, symmetry, targeted relief, and continuous development, with the hint of a flower as a nod to our horticultural heritage.
The brand was successfully rolled out across all touch points including packaging design including global trademarking, a new website, collateral for events and trade shows, direct mail and campaign creative which included TVCs, radio, outdoor and digital advertising.