Chicago-based Cresco Labs will rebrand its medical cannabis dispensaries under the name Sunnyside, a move designed to put personal wellness at the center of its sales pitch.

The marketing move, announced Monday by the vertically integrated multistate cannabis operator, also comes in advance of the 2020 launch of a recreational marijuana market in Cresco’s home state of Illinois.

“Many of today’s dispensaries service the needs of traditional cannabis consumers,” Cresco CEO and co-founder Charlie Bachtell said in a news release.

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“As the cultural landscape progresses, we’re building a modern, yet familiar store environment built on wellness, education and customer service to rapidly bring in new users and welcome them to cannabis.”

Here’s what you need to know about the branding change:

  • The first Sunnyside dispensary is scheduled to open in Philadelphia in November, with future sites planned for Florida, Illinois, Ohio, Arizona, Massachusetts and Michigan. According to its website, Cresco possesses 56 retail licenses in 11 states and owns 22 dispensaries.
  • The move will consolidate the company’s dispensary brands. Cresco currently operates 11 brands, many of which were acquired, according to the Chicago Tribune.
  • The dispensaries combine high-end design from the health-care, retail and hospitality industries. They also will offer one-to-one consultations, personalized shopping and express and preorder lanes for pickup.
  • Where permitted, the stores also will offer online ordering, home delivery and a customer loyalty program.
  • Sunnyside will sell all of Cresco’s products as well as other brands.