Snoop Dogg Brings Chronic to the Masses -- in Beautiful Packaging

Pentagram's Emily Olberman Worked With Musician's Team on Design for 'Leafs by Snoop'

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Back in 2012, Snoop Dogg made his foray into weed-related branding with a smokable book. Featuring lyrics of some of his classic tunes, the tome's pages were created out of hemp materials and served another purpose by doubling as rolling papers, presumably for the rapper's 4/20 smoke of choice. Now that marijuana's been legalized in many parts of the country, Snoop's diving head-on into the market with "Leafs by Snoop," his own line of medical and recreational cannibas-related products.

The new line comprises products ranging from chocolate bars, gummies and drops, available in fantastic packaging designed by Emily Oberman out of Pentagram.

According to the Pentagram blog, Snoop Dogg and his team "wanted to establish a brand that avoided cliches for a more sophisticated image that would still represent fun and a good time. The identity centers on an iconic marijuana leaf playfully constructed of jewel-like facets, accompanied by elegant packaging that is layered with laid-back California cool."

Ms. Oberman, a self-professed Snoop fan, worked closely with the musician and his team at Stampede management to craft an identity that represented Snoop's unique style but yet appeal to a broad user base.

"Snoop is smart, cool and truly unlike anybody else," Ms. Oberman said on the site. "Leafs By Snoop is likewise not just another celebrity-endorsed product. There is nothing artificial about Snoop or LBS. He genuinely loves marijuana and is excited about sharing this enjoyment with others who are able to use it."

That enthusiasm is evident on the "Leafs by Snoop" site, where the musican himself writes, "Leafs by Snoop is my way of sharing the experience I have with the finest quality cannabis one could imagine. Let's medicate, elevate, and put it in the air!"

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About

Credits
Date
Nov 13, 2015
Client:
Snoop Dogg
Design Firm:
Pentagram/New York
Head Designer:
Emily Oberman
Category
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