Van der Pop

cannabis lifestyle brand for discerning women

founded by April Pride in 2015

acquired by Canopy Growth 2018

flower powers

Need-state-based brand architecture

informed product strategy,

content creation, and graphic identity.

A grid of nine circles with black-and-white striped patterns, each with a word beneath. The words are "CLEAN," "FOCUS," "FORGET," "LAUGH," "PARTY," "RELAX," "SEX," "SLEEP," and "TRIP."
Colorful abstract background with the word 'RELAX' in white capital letters
A black and white photo of a table with various bottles, pills, and papers on it. The table has handwritten words including 'SEED' and 'PEACE'.

manifesto

written by April Pride

A motivational poem in pink text on a white background, with a red peace symbol and the words 'Van der Pop' in the top right corner.
A motivational poem in pink text on a white background, with a red peace symbol and the words 'Van der Pop' in the top right corner.

stylish stash accessories

Design-forward cannabis essentials

created to reflect the style of

women’s treasured possessions

in her vanity and wardrobe.

Optical illusion with black and white geometric patterns on a cube, with some holographic and pink striped elements, and a 'no' symbol on a sticker.
Close-up of a silver combination lock with five rotating numbered dials set to 2, 3, 2, 2, 3, attached to a black zipper and black fabric, against a light background.
Close-up of colorful crepe paper party blowers with black and white patterns on a white background.
Close-up of printed materials, including a black rectangular object with white text and a pattern of black and white lines, on a white background.
Minimalist arrangement of geometric objects on a white surface, including cones, cubes, pouches, jars, and small sculptures in black, white, green, and beige colors.
Cards with black and white patterns, some with pink and red accents, scattered on a white surface. One card has a warning symbol and text about a grinder card for cannabis.
A hand placing a ticket labeled "Van der Pop" into a white handbag against a black background.
Multiple cigarette packs arranged diagonally on a flat surface. The packs are dark blue with white text that reads "Van der Pop" and some packs display white striped designs.
Multiple Van der Pop playing cards, some standing and some lying down, casting patterned shadows on a white surface.
Collection of Van der Pop branded items including a black jar with gold text, a black box of matches, a hairpin, and striped rolled items, all arranged on a closed Van der Pop box against a yellow background.
Arrangement of minimalist decor items on a surface, including geometric shapes, a black container with the text 'PARTY' and 'Van der Pop', and marble and stone textures.

events

events

Across North America,

women gathered

to learn about women-founded

cannabis brands.

Guests gathered around a long dining table at a social event or party, with food, drinks, and floral centerpieces; the room features exposed ductwork and string lights on the ceiling, and artwork on the walls.
A printed infographic discussing conversations with moms about cannabis, including statistics on how many moms talk to their kids about cannabis, are open about usage, and would prefer their children to consume cannabis over alcohol, with icons of a
A black and white photograph of a large indoor gathering with diverse women seated and standing, listening attentively. A woman in the center, smiling and holding papers, stands among the seated audience in a room with wooden wall panels and pendant
A woman with her hair in a messy bun, wearing a ribbed shirt, is working with various small bottles and medical supplies on a table.
Two women facing each other, engaging in conversation, with one holding a drink and a phone, in a social indoor setting.
Display table with skincare products, boxes labeled 'Von der Pop', bottles, and cards, set against a black-and-white striped background with large 'Vanderpop' and '@vanderpop' signage.
Black and white photo of a restaurant table with a champagne flute, a bowl of food with chopsticks, a water bottle, a place card with the name Megan Wilson, and a menu for an event called Women & Weed, hosted by Van der Pop.
People sitting and standing in an art gallery with a brick wall, large windows with curtains, and artwork on the wall.
A poster titled "Women & Weed Vancouver" with abstract black and gray shapes and a large pink and purple heart drawn over it.
Black and white photograph of beauty or skincare products on a display table, including boxed items and small bottles, with informational sheets nearby.
Black and white photo of five women sitting and standing together in a room, with text overlay thanking women for coming out and discussing women and weed in Toronto, with social media tags.
Collection of CBD products, including a spray bottle, jars of gummies, a prescription pad, and boxes of CBD medication, with tags of Instagram handles.

Women & Weed Study

A first-of-its-kind consumer survey

on the behaviors, beliefs, and attitudes

of 1500 N. American women

that garnered eye-popping earned media.

An infographic discussing cannabis stigma, with illustrations of a distressed woman, marijuana leaves, a laptop, and a handshake. It highlights that 70% believe cannabis consumption carries stigma, and most women hide their usage, though many consider it medicinal. It features statistical data with percentages for public perception and the need for education.
read full results →
read full results →