Project Overview

Laid-back California cool inspires the branding for a line of marijuana-based products from hip-hop legend Snoop Dogg.

Weed Iz Mine,” and “California Roll,” it’s no secret the rapper Snoop Dogg has long been a cannabis connoisseur. Now he’s sharing this passion with the public—at least in Colorado, where consumption is legal—with a new line of marijuana-based products called Leafs By Snoop. Pentagram’s Emily Oberman and team have designed the brand identity and packaging for the line, which includes both flower and edibles ("Dogg Treats") such as chocolate bars, chews, drops and gummies.

Project Commissioner

Merry Jane

Project Creator

Pentagram

Team

Partner-in-Charge, Designer - Emily Oberman
Designers - Alex Stikeleather, Franziska Stetter
Paisley Design - Erin Caballero
Design Assistants - Rebecca Alvarez, Kevin Ballon
Product Photography - Kevin Ballon
Stampede Management - Ted Chung and Tiffany Chin

Project Brief

As the legalization of marijuana gains momentum across the U.S., the category is poised for explosive growth. Working at the forefront of this movement, Snoop and his team wanted to establish a brand that avoided clichés for a more sophisticated image that would still represent fun and a good time.

Simultaneous to the Leafs By Snoop project, Oberman and her team also designed the symbol for Merry Jane Media, a new go-to lifestyle resource for all things cannabis. Launched by Snoop and Scott Chung (the brother of Ted Chung, Snoop’s manager) of Cashmere Agency, the website sports the tagline “Cannabis. Culture. For All,” and features video and editorial content that covers everything from industry news and useful information to celebrity interviews, fashion, and a cooking show for pot enthusiasts. One of the site’s most innovative features helps users identify the cannabis strain they want based on their mood—and where they can buy it—with a minimal series of clicks.

Project Innovation/Need

The finished Leafs By Snoop logo features a cannabis leaf stylized with jewel-like facets. Iconic and distinctive, the mark gives Snoop his own special leaf. The name “Leafs By Snoop" can also be abbreviated to LBS, a play on weight and buying in bulk.

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.

The Merry Jane identity echoes some of the look of LBS while standing on its own as a brand. The angled facets of the cannabis leaf have been simplified into a framework of lines that reads as a leaf and suggests a network. The simple symbol works well as an emblem and social media icon, and looked especially great on a gold chain Snoop wore to host the BET Hip Hop Awards earlier this fall.

Design Challenge

The challenge was creating a brand that captured Snoop’s unique personality and style. At the same time, it was important that it appeal to a broad spectrum of users.

When it came to the packaging, working at the forefront of a new era of recreational products presented a series of challenges. Laws about the packaging of marijuana are still evolving, and the LBS team was on a tight timeline, as they wanted to be one of the first brands out there. The designers used existing packaging structures that were already legally approved, but tweaking it all to make something that felt inventive and high-end.