Introduction
Avenue: A Premium Flower Brand Inspired by the Roads Less Traveled
Harvest partnered with Mavrics to create Avenue, a national premium flower brand designed to stand out in an inconsistent market dominated by regional players. Avenue was developed to embody culture, movement, and individuality—connecting quality cannabis with a sense of place and journey. From naming and brand identity to packaging, product strategy, and retail enablement, Mavrics built Avenue as a brand engineered for clarity, quality, and scale.
Challenges
Fragmented Market. Inconsistent Quality. Regulatory Complexity.
Harvest’s premium flower offering was misaligned—quality varied by state, and brand identity was scattered or absent. Key challenges included:
Lack of a cohesive premium brand across Florida, Pennsylvania, Arizona, and Maryland
Inconsistent product packaging, fulfillment, and labeling processes by state
Strict, varying regulatory environments limiting brand expression
Consumers confused by strain variety, effects, and potency navigation
Solutions
From Strain to Shelf: A Brand Engineered for Clarity, Quality, and Scale
Mavrics delivered a full-stack solution for Avenue—building a premium flower brand that worked across product, operations, and experience.
Brand Identity & Strategy: We named and developed Avenue to embody the idea of movement and individuality. Inspired by cultural wayfinding and the “roads less traveled,” the brand blends lifestyle sensibility with cannabis authenticity.
Packaging & Design System: We created modular packaging solutions using icons, color-coded indicators, and strain maps to help both consumers and budtenders navigate product tiers, effects, and potencies. Design was both regulatory-compliant and retail-effective.
Product Playbook: Tight indoor-grown buds, proprietary genetics, and hand-trimmed batches became table stakes. Every SKU was developed with clarity and consistency in mind—mapping strains on visual axes from relaxed to active.
GTM & Retail Toolkit: Mavrics built out the go-to-market framework, including store training, visual merchandising concepts, and launch sequencing by state—aligning internal teams across sales, ops, and marketing.
Avenue didn’t just enter the market—it carved out a lane. A flower brand designed to travel far and feel local wherever it lands.
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