Purpl Pro®
Purpl Pro®
Purpl Pro®
Purpl Pro®
Purpl Pro®
Purpl Pro®
Purpl Pro®
Purpl Pro®
Overview
A sort-of pocket lab that's definitely for cannabis.
A complete & utter game changer, if you ask us.
This little device about the size of a hockey puck actually Bluetooths with your (smart)phone and measures the THC potency of a bud sample using some FDA-approved piece of super scientific tech called infrared spectroscopy.
Oh.. and it does that within a few seconds.
So for a product to be so cool and revolutionary to its industry, it was pretty clear to see the disconnect. Plain & simple: it just didn’t appeal to the audience.
The brand identity and strategy that helped get Purpl Pro off the ground were – now – acting more like an anchor than a jetpack. And it had the lack in sales & barely a sliver of market share to prove it.
OTHER INFO
This was a Brand Overhaul.
Operating in the Cannabis/Tech/Startup space.
$4M increase in total sales during 18-month engagement with Studiopoulos.
The Ask
How can we build an authentic connection with our audience?
Over the course of their first 18-months, Purpl Scientific had only sold just-under-$1M of their flagship product – Purpl Pro®.
In Q3 of 2019, Purpl engaged with Studiopoulos because they had really plateaued in product sales and they felt it was because they were struggling to connect with the cannabis community.
They were. Purpl had this incredible piece of tech that was insanely versatile for anyone involved in the cannabis space. But the original brand dynamic that had taken them to market simply wasn’t bridging that gap between the brand and the customers.
Nothing about the brand screamed really on-trend cool modern tech startup company. It was clinical & boring and didn’t have any sort of je ne sais quoi that could resonate with the people in the cannabis community.
They were looking for a glow-up. Over here at Studiopoulos, we call it a Brand Overhaul.
Example of previous marketing piece.
BUILD BRAND RECOGNITION
Phase 1 of this project was to create brand AND product recognition by using the striped-P and product imagery of the device itself in some manner on every single piece of collateral that was public facing.
Working within the cannabis industry, you spend a lot of your time navigating the ever-changing rules and regulations on the state, national and even international levels.
The challenge was in us having to adapt to a very unique scenario of not being able to sell directly to consumers, but instead, create marketing that was consumer-focused but spoke to business-owners first.
However, the messaging had to simultaneously convey to the consumer that this product could only be purchased through an Authorized Distributor.
SOCIAL EXPERIENCE
Phase 2 of our brand strategy was to make Purpl more of a brand that fit into the cannabis community... by standing out.
APP REDESIGN
We began engaging with Purpl Scientific during Q3 of 2019. They needed help taking their brand & marketing into a new realm as the competition within the industry began heating up A LOT.
