incredibles 2024 - brand identity, guideline and assets.

Men and women 21-35, who use cannabis multiple times/week, primarily, recreationally. They seek edible options that outperform on taste and consistency. They might be serious in their work life, but they are unwilling to let go of the kid inside them. Adulting is hard, so they look to cannabis in moments of relaxation – moments often paired with content and entertainment (movies/music) that bring a little levity to their day.

SECONDARY USER GROUP

Canna-Newb

They are men and women over 30. Evolving acceptance of cannabis makes them curious but they have an aversion to smoking. Discretion is especially important to this group – they may have children at home and feel a sense of guilt about considering cannabis.

They seek edible options that outperform on taste. They may have tried cannabis in the past through the black market, but a less than favorable first experience drove them to exit the category for an extended period of time. They do not crave the taste of cannabis. In fact, they favor taste profiles that align more closely with the non-cannabis treats they are used to.

The canna-newb is more likely to lean on budtender recommendations for reliable and consistent edibles products because one more bad experience could drive them out of the category indefinitely.

Differentiation

Always delicious. Effects you expect. No synthetic lies.

Industry OG

As true originals do, our founders saw an issue with the way everyone else was producing edibles. Back then, consuming edibles could be compared to spinning the roulette wheel. Edible consumption meant risk, because effect and dose were a mystery. Our founders changed that. By solving for product homogeneity and demarcating mg servings using a unique chocolate mold that made it easy for consumers to understand how much they were ingesting, incredibles became dose transparency pioneers and established the standard seen today.

Consistent Predictable Effect

No guessing or stressing about how your experience will be. Incredibles did all the experimenting so you wouldn’t have to. From the very start, they were relentless in their pursuit of helping consumers and patients feel confident about the experience they could expect from consuming incredibles.

Incredibles consumers get the feeling that they know what they can expect and because of this, they’re free to enjoy the experience. We use pure distillate never add back synthetic terpenes for the sake of making an indica/sativa claim. To us, adding back ingredients that weren’t designed to be there is like feeding chickens steroids. Because nobody wants to consume a product pumped full of phooey.

Personality

Functional bENEFIT

Precision-dosed edibles dialed in for yummy flavor and a delicious high.

EMOTIONAL BENEFIT

Comfort: The ease of giving yourself over to an experience you are confident will be what you want and expect.

Key Attributes

These attributes serve as a guide for how we walk, talk and live life incredibly.

ORIGINAL

We're the OGs of the edibles industry—a group of pioneers, dreamers, innovators, and rebels from Colorado. We stand out because we refuse to fit in.

RELIABLE

We love surprises... just not when it comes to our edibles. Each experience  is consistent so you know what you'll get every time. Save the gaslighting for dating apps, we don't just walk our talk—we conga.

PLAYFUL

The way we see it, there's no sense in doing something if you can't have fun doing it. The world is our playground, and we're grabbing it by the monkey bars.

ORIGINAL IS

Confident
Innovative
Creative
Unconventional
Bold

NOT

Arrogant
Unrealistic
Bizarre
Unruly
Reckless

RELIABLE IS

Dependable
Trustworthy
Genuine
Helpful
Committed

NOT

Stuffy
Traditional
Boring
Domineering
Sterile

Playful IS

Fun
Quirky
Witty
“Why Not”
Imaginative

NOT

Foolish
Wacky
Corny
Irresponsible
Out There

CHARACTER

The Quirky, Knowledgeable Funspert

Think Bill Nye, Willy Wonka and Miss Frizzle. Silliness and humor makes incredibles amusing and approachable, and that approachability makes people listen. There is no fun without trust, no trust without fun!

Philosophy

We live with a “why not?” mentality. We take our work seriously, but never ourselves. We know what we’re doing because we’ve been doing it longer than most.

Tone & Voice

We’re the funspert, that quirky knowledgeable authority that makes everything amusing. Our tone and voice should be clever, bright, and slightly offbeat. We make everything feel a bit more special, but we don’t need to be weird for weird’s sake or crash through walls like Kool-Aid Man. We turn left when others turn right, because we’ve been down the road less traveled and know that’s where incredible happens.

LOGOS

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