Jan. 5, 2016
Like Willie Nelson before him, Snoop Dogg has joined the
fray of celebrity marijuana aficionados who are launching their own
cannabis brands. In November, Leafs by Snoop, a line of marijuana flower, edibles and
waxes, hit the market.
As marijuana legalization spreads throughout the country, cannabis brands are working to fight stoner stereotypes by focusing on design. Many dispensaries in Colorado, where marijuana is legal, are designed to be welcoming, with soft lighting and wood counter tops. Leafs by Snoop took the same approach, with simple, sleekly designed packaging with clean lines and a simple gold logo. "We all were in agreement that it should not look like typical cannabis packaging of the past," says Emily Oberman, partner at London and New York-based design agency Pentagram, who designed the packaging. "It needed to look elevated and clean, like something anyone would feel comfortable buying. We tried to break these stereotypes [through the design] while still keeping an element of fun in everything we did."
Oberman likens working with marijuana brands to working
with alcohol brands at the end of Prohibition, because of constant
shifts in packaging regulations from the government. Thus, Pentagram's team
designed a box to hold a childproof container so they could put all of the
legal copy on it as opposed to on the exterior packaging.
"Mostly we just wanted to keep the packaging clean," she says.
Snoop's celebrity has, of course, helped
increase brand awareness for Leafs by Snoop, Oberman says. "He is clearly
not just a celebrity selling his name to a line of products. He is a cannabis
connoisseur and wants to share his knowledge with his fans. He brings caché and
coolness to the brand. I’m a fan, though, so I was already sold."