As medical and recreational legalization efforts continue across the U.S., large-scale cannabis companies are seeking new ways to expand beyond traditional cannabis culture to lure in a customer base that hasn’t considered cannabis usage before.  

On that front Cresco Labs Inc. (CSE: CL; OTCQX: CRLBF) just announced a new prototype brand dispensary is due to launch by the end of the year. 

The company plans to open the first Sunnyside* location this coming November in Philadelphia as a test for future dispensary changes. 

Notably, the Sunnyside* store will feature a brightly lit, open floor plan with a high-end experience meant to welcome new customers and provide easy access to information for those not familiar with cannabis. 

Highlighting the customer service experience and focusing on the health and wellness aspects of cannabis usage, the Philadelphia site will serve as a blueprint to launch additional Sunnyside* locations next year in these states: 

  • Arizona 
  • Florida  
  • Illinois 
  • Ohio 
  • Massachusetts 
  • Michigan 

Cresco isn’t the only company looking for ways to alter perceptions regarding cannabis culture and usage, as states where cannabis has been legalized have seen a marked shift in branding over the last year. 

Green Growth Brands (CSE: GGB; OTCQB: GGBXF) for instance launched a new cannabis brand earlier this year specifically aimed at active lifestyle customersMedMen (CSE: MMEN; OTCQX: MMNFF) meanwhile dropped a Spike Jonze-directed ad back in March to highlight cannabis acceptance, and has released a series of articles across social media highlighting the potential benefits of cannabis for sexual encounters. 

Discussing how the new Sunnyside* branding will benefit the company as well as the consumers, Cresco’s VP of Consumer Experiences Cris Rivera commented: 

The Sunnyside* retail experience was built to maximize customer data analytics and insights. Not only will we have one of the most robust customer journey data-inputs in cannabis, but we will also collect insight on customer preference trends on new forms and flavors to inform our product and services agenda.

In other company news, earlier this month Cresco tapped Sears Holding exec Mo Dastagir to serve as Chief Information Officer, and additionally brought on former Starwood Retail Partners VP Angie Demchenko to fill the newly-created role of Chief People Officer.