Muse: Shaping a new industry

When recreational cannabis became legal in Canada, Muse was among the first retailers to open in Vancouver. The challenge wasn't simply launching a new brand—it was helping define an entirely new retail category. There was no established blueprint for what a cannabis store should look like. We had to create a brand that felt credible and welcoming while deliberately avoiding the visual clichés that quickly emerged within the industry.

At the heart of the brand was the idea of Inspired Living—positioning cannabis not as a product, but as part of a balanced lifestyle centred on wellness, curiosity and personal discovery. This idea informed every aspect of the customer experience, from the brand's name and visual identity to the warm retail environments and concierge-style service. We developed every aspect of the brand—from its name and brand strategy to its visual identity, in-store signage and environmental graphics. As Muse expanded to five locations across the Lower Mainland, we continued to evolve the brand through marketing campaigns, print and digital communications, and in-store materials. Today, Muse is one of Vancouver's best-known cannabis retailers, earning multiple Best of Vancouver awards from the Georgia Straight and building a loyal customer following.