The Ontario government released news on Friday that its retail marijuana chain of stores is going to be called the ‘Ontario Cannabis Store’ or OCS, which will be run by the LCBO after legalization occurs this summer.
“Today marks an important step in our commitment to deliver a safe and sensible framework for the federal legalization of cannabis,” said Minister of Finance Charles Sousa in a prepared statement.
Ad agency Leo Burnett was contracted to develop the logo and the overall branding strategy for the retail outlets, with a total cost of approximately $650,000.
Although some have deemed the logo too plain regarding its design and approach, it’s evident this was an intentional move, in-line with the government’s outlook that cannabis should not have attractive advertising to facilitate further sales.
“There’s two reasons why the logo was simple,” said Tomasz Borowicz, Senior Brand Manager for INDIVA, in an interview on 570 News Kitchener. “The number one factor for the simplicity or the lack of creative expression as many people will say is the government’s own position on cannabis.” Borowicz went on to add to that the government would look hypocritical if it were telling licensed producers they cannot have attractive branding and at the same time they brand their stores with colours and logos.
“Another import reason is practicality. The Ontario Cannabis Store wants to be known by the three letters, similarly to LCBO, which today, is synonymous with the liquor in Ontario,” he said. “So the objective is to create a lasting brand that is easy to remember and this is probably the safest way possible to create a brand that will not go out of style anytime soon.”
Statements made from the LCBO are in-line with Borowicz comments as well. “We are confident the brand name and logo will help ensure Ontarians are able to safely and easily identify Ontario Cannabis Stores as the sole legal retailer of non-medical cannabis in Ontario,” said an LCBO Spokesperson.
The OCS will be born later this summer when an initial 40 stores are expected to open across 14 Ontario communities. Regions that will be getting a store include Toronto, Hamilton, Brampton, Vaughan, and Mississauga. The OCS will also sell its products online through Canadian e-commerce giant Shopify.
Current plans will see marijuana products sold a little bit differently than many consumers are used to. Unlike the unlicensed dispensaries currently operating in various parts of the province, consumers will not be able to inspect the cannabis before purchase.
The plan to launch the OCS wasn’t the only news released on Friday, as Susan Pigott was named chair of the board for the Ontario Cannabis Retail Corporation, which will oversee the operation of the OCS.
Pigott’s work as chair of the Ministry of Health’s mental health and addictions leadership advisory council singled her out for the position. Pigott has also been the VP of the Centre for Addiction and Mental Health (CAMH) in Toronto.
Other board members will include lawyer Ira Kagan, David Graham, CFO of St. Michael’s Hospital and the St. Joseph’s Health Centre, as well as current LCBO board members, Lori Spadorcia and Susan Robinson.
Officials at Queens Park also made the announcement that Ontario municipalities will be receiving a minimum of $40 million of the potential revenue from cannabis sales, to help with legalization related implementation costs. The payments will be made over a two-year period.