The Atlantic explores how several recently launched celebrity brands have invested heavily in design in order to make their products stand out with their target audience. The article focuses on the recently launched Leafs By Snoop as well as Marley Natural and Willie’s Reserve. In the case of LBS, the company employed Pentagram to help with packaging, while Willie’s Reserve used Heckler Associates.
The investment in design is about much more than pretty labels or distinctive branding. With four states’ legalization of recreational marijuana use, and medical marijuana now legal in 23 states, there’s an ever-increasing market for legal highs. The key goal for companies like Pentagram is making products seem accessible and appealing to customers who defy the stoner mold.
Read Katharine Schwab’s “The Art of Pot Packaging”: http://www.theatlantic.com/entertainment/archive/2015/11/leafs-by-snoop-design-snoop-dogg-marijuana-packaging/416394/
