Ontario has revealed the name of its recreational cannabis stores will be, you guessed it: The Ontario Cannabis Store.

The province's liquor control board (LCBO) unveiled the name and logo on Friday, stating that the “name is designed to convey a safe, simple and approachable environment for consumers, and agency employees, in a clear and easily understood manner.”

"We are confident the brand name and logo will help ensure Ontarians are able to safely and easily identify Ontario Cannabis Stores as the sole legal retailer of non-medical cannabis in Ontario," added the LCBO, which will operate the cannabis stores through a subsidiary. 

However, the no-frills approach to the name and logo drew backlash on Twitter shortly after their release.