Ruby is a ground-breaking cannabis product about to hit the market, but the idea of sugar packets is nothing new…and that’s a good thing. When you think of individual sugar packets, odds are you’re transported into a diner setting. Perhaps you’re out getting brunch on a Saturday afternoon, or maybe you’re grabbing burgers to celebrate a big promotion. You could even just be there by yourself grabbing a cup of coffee while reading the paper. Whatever the case may be, every diner has a small dish holding sugar packets right there on the table.
Playing off the idea of a diner is a great way to build out the Ruby brand. It hits on the familiarity of the products and plays off the nostalgia people feel when thinking about their favourite diner joint. You may see Ruby as a woman in her late 20s with sharp wit, a sleeve of tattoos, and a bandana rolled up to keep her hair back. She’s a bit of a mystery (in the best possible way). Though we can’t explicitly turn Ruby into a human, we can definitely use elements from the diner scene to enhance the brand.