What is interesting, however, is that dispensaries selling medicinal cannabis (legal in Vermont since May 2004) and farms cultivating related products, like industrial hemp, have seriously cranked up their creativity when it comes to branding. Buying and selling recreational cannabis in Vermont might be illegal right now, but the hope is that by 2019 that all might change. In fact, the Marijuana Advisory Commission, established by Governor Phil Scott in September 2017, is scheduled to make policy recommendations for a commercial cannabis market toward the end of this year, although general feeling is that nothing concrete will happen until 2019. As such, brands seem to be preparing for the moment when they can wow legal buyers and stand strong against intense competition in the over 21 market.

It only takes a quick review of what Vermont-based brands are up to, to know that the state is catching on fast. It knows that the traditional cannabis “stoner” image just isn’t going to work anymore. The new legal consumer needs to be communicated with using a very different approach.

Vermont Hempicurean prides itself on its collective, community mission. It’s opted for a beautiful emerald green to inject energy and vigor into its new website, and preparations are in place to begin selling a range of industrial hemp products via its new online shop. Vermont Farmacy has been pretty creative with its new brand tagline, “From soil to CBD oil.” Not only does it rhyme, but it also reminds the consumer that its products come from the ground; a trend that we’re seeing across a number of U.S. states. As a third and final example, Creek Valley Cannabidiol has gone for a powerful splash of burnt orange on its new website, and has chosen to highlight the two most important aspects of its product line: organic and high quality.

There’s no doubt about it, Vermont is saying, “goodbye stoner, hello connoisseur”.