“What is the colour of Cannabis?”That’s the question posed on one of the slides presented to the Liquor Control Board of Ontario by the ad agency that won its $650,000 contract to design the logo and branding for the Ontario Cannabis Store.“Not surprisingly, green is the most popular colour within the Cannabis sector,” states a subsequent slide in a presentation by Toronto ad firm Leo Burnett. “It has become a shorthand that quickly conveys the botanical nature of the product.”As for the branding “palette,” the presentation states it will be “inviting not youthful … sophisticated not stuffy … natural not hippy.”The slideshow, entitled “Brand Architecture and Naming,” and obtained through a freedom of information request by VICE News, provides an inside look at the branding and marketing efforts behind Ontario’s recreational cannabis shops and e-commerce platform, overseen by the province’s liquor board. The stores will serve Canada’s largest economy after legalization officially comes into effect this October.Visit VICE News to read more.