Cache is a relatively new creative agency that prides itself on working with ‘challenger brands’. The latest one is Canna Collective, a cannabis business associated wth A Taste of Cannabis and based on a private club model offering members a curated range of THC and other products with a number of outlets.
Russolllo told BizCommunity on 16 October 2025 that his task was to create a new brand identity for Canna Collective, positioning it as a “fusion of wellness and innovation, where the medicinal meets the recreational, appealing to consumers who prioritise quality, credibility and a refined experience.”
The collaboration reflects a broader trend of creative agencies aligning with emerging sectors poised to reshape the market.
“The cannabis industry in South Africa, we believe, is on the cusp of explosive growth,” says Russolillo. “Our core focus is on further developing brand recognition and affinity in a market where the product category is still somewhat in its infancy”.
“Our approach is to layer the aesthetics with a distinct sophistication that combines smart strategy and beautiful, functional design.”
The collaboration will leverage Cache’s core services, including branding and strategy, content creation, and digital design as they launch three new premium brands under the Canna Collective
umbrella.”We are very excited to be working with the team at Canna Collective. Not only is it an exciting product category but the ethos of the brand fundamentally aligns to what we’ve set out to do at Cache, which is pushing the boundaries, leveraging the fundamentals of great advertising and design, and working with partners that have an appetite for challenging the status quo,” Russolillo adds.
It’s a sentiment that’s echoed by Alex Agulnik of Canna Collective: “Our partnership with Cache speaks to our belief in creativity as an important tool for strategic growth, especially for brands in a nascent and rapidly evolving industry.”
Agulnik adds that his partnership is a significant step towards their vision of becoming a leader in South Africa’s cannabis market. By collaborating with Cache, Canna Collective aims to move its brand beyond the informal market and establish it as a premium product.
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