" It's weed, the ideas must practically write themselves. "

I get the feeling this is the sentiment behind most legal market cannabis brands. It's cannabis, how hard can it be? Seeing how most agencies who developed branding and packaging after legalization failed to gain market leadership. Teams treating the industry like alcohol, tobacco or technology industries took the wrong approach because the contributing factors are uniquely different to any other industry.
It suffers from looking like child splay to the average outsider while being an exact science when you break down all the details.

Good Supply wasn't just selling a consumable vice, it's still a flowering plant with highly unique properties unlike growing a commodity like tobacco. And it comes with decades of federal propaganda in which the stigma around it is still strong unlike alcohol.