Harvest Brand Positioning Kit for Flux Branding

BRAND POSITIONING

ABOUT THIS BOOK This document compiles concepts about a new brand called Harvest.

It contains a collection of ideas that together form a description of the principles, beliefs and values that describe the new brand.

Once agreement is reached and these concepts are accepted, the resulting consensus brings stakeholders into alignment. These pages serve as the reference point for future communications. By compiling this reference, the process of developing marketing materials is streamlined and simplified.

CLARITY FIRST. STANDARDS SECOND.

Bold brands speak clearly when they rest on principles that are accurate, authentic and agreed. Great branding forms standards that align all forms of communication into a unified system. The basis for these standards relies on details described in a manner that resonates with both the management team, employees and customers.

HOW TO USE THIS BOOK

WHAT THIS BOOK ISN’T

This document should be provided to everyone

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who works on the Harvest brand to ensure consistent understanding of the fundamental principles that define the brand’s position.

It is a resource that provides essential information for: •

Copywriting

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Marketing Communications

•

Human Resources

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Operations & Training

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Business Development

This book is not intended as a consumer-facing brochure

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This book is not final, and will continue to evolve as the new brand emerges

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This book is not a style guide for graphic designers

CRAFTED BY:

PREFACE Traditional cannabis dispensaries need to evolve.

We’re retailers at heart, so we’ve designed our stores

Lifestyle brands like Whole Foods, Restoration Hardware

to normalize the retail experience for our customers.

and Apple have set new standards for consumer

We’re removing the restrictive nature of a jewelry store

expectations of how contemporary retail environments

format and replacing it with an empowering experience

function today. The fledgling cannabis retail market

that allows our customers the opportunity to browse

simply has not met those demands.

our products on a conventional retail floor. Consumers

Harvest opens the door to a new way to shop, consume and think about cannabis. Our brand is built on connection, integrity, education and quality. These are the bricks and mortar of who we are, a new experience of retail cannabis that is warm, welcoming and stylish.

who are new to the cannabis experience can touch and feel our products and learn about cannabis like they would wine, craft beer or pressed juice. We have higher standards of service that build long-term relationships with customers.

Welcome to today. Welcome to Harvest.

VISION

HARVEST REDEFINES RETAIL CANNABIS. It’s no myth that cannabis provides a natural way to heal, relax and connect to self and others. We believe you deserve a place where you can openly share and enjoy the cannabis experience, with access to highly trained staff and a private, on-site smoking lounge.

Harvest gives you that possibility. We are an oasis that delivers the highest quality products from trusted sources, a place that views transparency as a priority not an option, a place that lets you be you and values genuine connections that are authentic.

MISSION

HARVEST SHIFTS HOW PEOPLE PERCEIVE AND CONSUME CANNABIS. When we set out to create a new experience of retail cannabis we had one thing in mind, helping you feel better. Focusing on how you feel is the best way we know how to serve you. At Harvest, it’s all about your experience.

We provide a traditional shopping environment where our customers always come first offering the highest quality products for socially responsible consumers who enjoy an active lifestyle. Our top shelf, solvent free cannabis is grown and produced from vendors who share our same core values, our stores are comfortable with knowledgeable team members who make the cannabis experience simple, comfortable and valuable.

PRODUCT CATEGORIES

CONSISTENCY WITH VARIETY. Harvest offers a holistic, innovative way to purchase and consume quality cannabis, edibles and extracts. We specialize in cannabis as a way to cure medical ailments, increase well-being and promote positive social interactions.

All of our products are ethically and responsibly grown and produced.

FLOWERS

EXTRACTS

EDIBLES

{NATURE’S FINEST}

{WAXES, VAPOR CARTRIDGES & PENS}

{SWEETS & TREATS}

TINCTURES

ACCESSORIES

MERCHANDISE

{TOPICALS & OILS}

{HARDWARE & CONTAINERS}

{APPAREL & MORE}

PET PRODUCTS

EVENTS

MEMBERSHIPS

{REMEDIES & MORE}

{EXPERIENCES & EXPLORATION}

{STANDARD & EXECUTIVE}

HARVEST BRAND POSITIONING

1 BRAND. 4 PILLARS. 12 CORE VALUES.

The Harvest Brand Positioning rests on 4 Pillars: Connection, Integrity, Education and Quality.

When combined, a solid brand platform is established that communicates our identity clearly and authentically.

Each Pillar is defined by 3 Core Values that explain the fundamental concepts that are our guiding principles in everything we do.

BRAND PILLAR: CONNECTION LOUNGE UNITY EXPERIENCE

PEOPLE FIRST. CANNABIS SECOND. At Harvest we bring together the best people in the best environment with the best merchandise. We honor genuine connections with our customers and foster in-depth relationships with our growers and producers. We bring together the highest trained staff and managers to connect people with the right product. We are not talkers. We are doers. We are social innovators, lovers of life and pioneers of progress.

CORE VALUES

CONNECTION

1

LOUNGE

UNITY

Modernizing cannabis culture.

Get to know your grower.

Imagine being able to consume cannabis with like-

When you become familiar with our growers and their

minded people. Harvest has created a new type of

unique offerings, it’s easier to understand the best

environment, offering the highest quality products

choices...By knowing who your farmers are, you are

along with the only private consumption lounges in the

a more knowledgeable consumer. Harvest takes the

country. Our Wifi enabled, members-only lounges are

guesswork out of where it all comes from, providing

conducive to both work and social activities. We have

everything you need to know about the source of

all the modern amenities of a social club, yet unlike

your medicine. We encourage growers to come above

our counterparts, we specialize in additional offerings

ground and connect to consumers in a way that fosters

including tableside service.

openness, honesty and trust.

We offer a carefully curated menu for the cannabis connoisseur. Our cannabis sommeliers offer guidance on selecting the products that speak to your palette and how you want to feel. We host product launch parties so that our members can enjoy the latest and greatest from our vendors. We offer two levels of membership with our premium members having access to private lockers and the ability to rent the lounge for private parties.

EXPERIENCE From source to solace.

It’s high time that today’s consumer and their needs come first. Our retail format normalizes the cannabis shopping experience, opening the door for the cannabis curious. We care about people and we want to deliver a great consumer experience that is approachable and comfortable. We are welcoming and inclusive to all who wish to learn more about the benefits of cannabis.

BRAND PILLAR: INTEGRITY TEAMWORK CONTRIBUTION TRANSPARENCY

AN HONEST APPROACH We think the best businesses are built on trust. Integrity is the soul of Harvest, it is the deepest part of who we are. Excellence embodies everything we do. Besides selling the best cannabis in the business, Harvest is focused on creating a brand that is known for quality and service. We strive to be positive role models for the cannabis community by being genuine and innovative. We will always stand behind our products, our producers and our customers. Authenticity, respect and honesty are our core values and we will never steer from them.

CORE VALUES

INTEGRITY

TEAMWORK

TRANSPARENCY

Bringing people together.

The clear choice.

2

Above all things, Harvest provides a space where you Going it alone is something we don’t know much about.

can feel better about what your buy...We’ll never hide

We believe that working together is simply more fun.

behind false pretenses or offer you anything that isn’t

We love empowering our partners and team members

in your best interest. We are completely transparent in

and work closely with farmers and producers to help

our product sourcing, fair trade practices and pricing.

them emerge, grow and connect with our consumers.

We believe that you have the right to know where your

We provide all the team building tools necessary for

products come from, what is in them and the value that

our expertly trained staff to create the best retail

they offer. We will always take responsibility and be

experience possible for today’s cannabis consumer. It

accountable for our actions. With Harvest, what you see

just so happens that bringing people together is what

is what you get. We like it that way and we think

ultimately sets us apart.

you will too.

CONTRIBUTION Planting the seeds.

We are aware that giving back is less about being socially responsible, and more about simply caring.

We don’t just donate money, we give our time and our hearts through outreach programs and contributions that help improve the community, planting the seeds of a better tomorrow. We believe in doing so with quiet reverence and a commitment to improving the world around us. You won’t find us up on a soapbox, or shouting our good intentions from the rooftops, it’s just not our style. We simply want to leave the world a better place.

BRAND PILLAR: EDUCATION HARVEST UNIVERSITY HEALING PROPERTIES CANNABIS 2.0

A COMMITMENT TO KNOWLEDGE. We’re firm believers in having superb soft skills. Cannabis is an emerging product category that’s rapidly changing, and it’s our responsibility to know the score. At Harvest, we make it our duty to educate our staff to become industry experts who know how to match the right product with the right person for the right results. Our pledge to be the most informed retailer of cannabis takes us beyond what’s expected, and it’s clear when you walk into our shops— insight doesn’t happen by chance, it’s shared between friends.

CORE VALUES

EDUCATION

3

HARVEST UNIVERSITY

HEALING PROPERTIES

Expert guidance.

Uplifting lives.

Success for us begins with creating a great team that

Not only is cannabis a proven healer of many of life’s

is happiest serving our customers. We take great

conditions, it improves and elevates lives with far less

measures to train our staff to be the best in the business.

harmful effects than other legal substances, including

Harvest University is the basis of our training. Each

alcohol. Cannabis helps you recover from illnesses, relax,

one of our staff members goes through a multi-day

reboot and play spontaneously. It can help improve the

certification program focusing on team building and

lives of the sick; from cancer patients to young children

the customer experience. We specifically educate our

that suffer from seizures. As a sleep aid and a reliever

staff on cannabis, our culture and our values, pulling in

of anxiety and pain, it allows people to function more

various individuals that specialize in product knowledge,

effectively. Used as a way to enhance social situations,

patient education, medicinal qualities and benefits. Our

cannabis lets you enjoy your experience more deeply

cannabis clerks come out knowing everything there is to

and the sheer variety ensures that there is an application

know about our products - their origins, the effects and

for anyone and any circumstance. When enjoyed

how to match ailments and desired feelings to the right

responsibly, Harvest believes that cannabis simply

strains. Harvest takes the guesswork out of cannabis

makes life better.

consumption offering expert guidance that is certifiable.

CANNABIS 2.0 Evolving an industry.

Harvest is proud to be a part of the next wave of cannabis consumers. As a socially responsible retailer, we fight for the rights of our patients, farmers and producers. By professionalizing the use of cannabis and elevating the retail experience, we are creating an industry that will welcome all future adult consumers in a post-legalization society.

BRAND PILLAR: QUALITY TESTING & SOURCING PERCEPTION VARIETY

ALWAYS THE BEST. Harvest is committed to every customer experience being the very best it can possibly be, without exception or excuses. We’re setting higher standards for quality and we always guarantee our products will be free of chemicals and additives.

CORE VALUES

QUALITY

4

TESTING & SOURCING

PERCEPTION

Curators of quality.

A better attitude.

Harvest nurtures in-depth relationships with farmers

Harvest is upgrading the way you see cannabis.

and producers by taking the time to visit farms and

Perception is changing in the cannabis industry and we

production facilities. We think of ourselves as curators

are committed to leading the way with our refreshing

of quality, going to great lengths to source the best

approach to cannabis retailing. Our safe, comfortable

possible cannabis products across all segments of an

environments and friendly, knowledgeable staff offer

evolving industry. We test our products for potency and

a modern perspective that is free of judgment. By

effectiveness, and select the highest quality, solvent and

transforming the way people shop for and consume

chemical free products, with everything you need and

cannabis, we become catalysts for change, improving

nothing you don’t.

the industry.

VARIETY Consciously curated.

At Harvest, we aren’t a cannabis superstore, but we do carry a well-edited array of enticing products across the cannabis continuum. Harvest features the industry’s leading brands, that appeal to discerning people who care about what they consume. You will always find quality flowers, extracts, edibles, tinctures, and ancillary merchandise from the finest purveyors that help you enjoy the right of cannabis consumption.