When I was at a dinner party last week and my friend asked me if I had seen the cannabis packaging Pentagram did for Snoop Dogg I thought she was messing with me. But, luckily for me, and the world, she most certainly was not! I made her show me everything, right there at the dinner party. Design parties.
What was striking to both of us, was how Pentagram and Snoop steered away from the stereotypical marijuana aesthetic (always so cheesy and repulsive to me), and went in a completely different direction- elevating the concept of cannabis in this beautiful, lush, fashion-inspired story. The patterns, multiple color stories, and typography direction feels both elegant and casual at the same time. I love how Pentagram described the process on their blog:
As a forefather of West Coast rap, Snoop is closely associated with California, and this comes into play in the packaging. Clean and simple on the outside, opening the flower boxes reveals a fresh blast of colorful California cool. Sliding off the box cover exposes images of green palms, sunny beaches and blue pools in angled slices that echo the LBS logo. Users encounter other surprises as they handle the packaging: The surface of the outer box is covered with a custom cannabis paisley pattern, printed in a clear, tactile spot varnish. “We chose Paisley because it is one of Snoop’s favorite patterns, borrowed from bandannas,” says Oberman. Opening the box also reveals a colorful collectible sticker featuring a phrase like “Ooouuuweeee” or “Puff puff pass” handwritten by Snoop; the reverse of the sticker features humorous instructions for use the weed.
“It’s like working at the end of Prohibition,” says Oberman. “Everything is changing, all the time. Laws change from week to week, and affect what you can do. It’s incredibly exciting, but it’s also difficult, so we had to keep it simple.”