Snoop Dogg sets the bar high with the visual identity for his new brand of weed

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Legalised marijuana is the now fastest growing industry in the U.S., already worth $2.5 billion and estimated to be worth $11 billion by 2019. If there’s one person in America famous for both loving marijuana and making money it has to be Snoop Dogg. So it was inevitable Snoop would launch his own brand of weed.

From Co.Design, an interview with design consultancy Pentagram’s Emily Oberman on how they created a visual identity for Leafs by Snoop:

For Oberman, […] the task was to create a visual identity that eschewed the “rasta, crunchy, hempy, outlaw look” plaguing most marijuana products. “We wanted it to appeal to a broader spectrum of human,” Oberman says. “[Marijuana] is a field in which Snoop is a true connoisseur, and with Leafs, he saw an opportunity that was not fake, to create a business that genuinely comes from who he is and what he likes.” […]

One challenge of designing cannabis products is that ever-changing legislation dictates what you can and can’t do with the packaging. For example, all buds need to be packaged in resealable, child-proof bottles. The boxes those bottles are stored in can technically come in any shape or size, but a nine-month approval process makes that impractical. In the case of Leafs by Snoop, that meant Pentagram had to figure out how to make industry-standard packaging look unique. It also needed to be versatile enough to handle the legally required language on the side of the packaging (which changes so often it can only be applied as a sticker at point-of-sale) without obscuring the design. […]

According to Oberman, it was designed so opening a box of Flower had almost the feel of unboxing an Apple product. Inside, there’s a card containing a quote from Snoop Dogg (“Smoke weed every day!”), some instructions, and a resealable bottle of pot with a child-safe cap.

Read more here

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Relevant Pages: Brand Identity & Guidelines, Print Design & Production

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