As Cannabis legalized in Canada, regulatory complexity gave an early market advantage to large-scale, well funded licensed producers who were well-equipped to navigate the highly convoluted paths to market in the first round.
The result in market was an over-supply of low-quality high-priced cannabis that lacked approachability for many emergent consumers, while coming across as completely inauthentic to the high-value, daily use consumer segment.
Having forecasted such conditions well ahead of time in The Pot Apocalypse, Indelible had been preparing several brand narratives tuned for connecting with the disenfranchised culture carriers left behind by the madness of the green rush.
Atlas Growers represented a perfect opportunity to bring such a narrative to life.
Natural History The brand quickly gained a reputation among bud tenders –Critical influence in buyers journey– achieving skyrocketing growth as the story caught on first in Alberta, then BC and Ontario.
Thanks to the lean approach and durable relevance, Natural History supported Atlas’ growth to becoming one of the industry’s first cash flow positive producers.
Oh ya, and did we mention? Ten different superfans have had the brand tattooed permanently onto their bodies! (…and counting!)