Reef Store
Bringing heritage and fun vibes to life for a lakeside dispensary
The Reef Store is a cannabis retailer in Northern Ontario, nestled on the shores of Lake of the Woods within Treaty 3 territory. As a proudly Indigenous-owned and operated dispensary by the Wauzhushk Onigum Nation, they are more than just a place to purchase cannabis. They are a cultural hub where locals and visitors gather, learn, and connect.
The challenge was to build a brand that honored the history, nature, and geography of the area while celebrating their Indigenous heritage and love of craft. They needed an identity that felt playful yet confident, welcoming both tourists and locals to a destination rooted in community and culture.
We pulled from the surrounding nature and the client’s culture to create a logo around a Loon rendered in an Indigenous style. Natural textures and suitable colours embodied where they are. We built illustrative motifs and developed meaningful yet fun messaging to round off the identity. The brand activated across apparel, event collateral, in-store displays, and more, giving The Reef Store a presence that feels authentic to their roots and magnetic to their audience.
We designed and built a website that expressed the brand and functioned as an online store for customers to order products. The site felt welcoming and easy to navigate, helping their team run and manage the online portion of their retail business. The result deepened and expanded their already loyal customer base.
The Reef Store continues to be a key destination in the area, attracting both tourists and locals with a vibe that celebrates community, quality, and connection.
