Ethos, pathos or logos?
For Oberman, the designer behind The Tonight Show Starring Jimmy Fallon and Saturday Night Live, the task was to create a visual identity that eschewed the "rasta, crunchy, hempy, outlaw look" plaguing most marijuana products. "We wanted it to appeal to a broader spectrum of human..."
During testing, the aesthetic that Snoop ended up gravitating to was one Pentagram is calling "California cool"—patterns plucked from the sights of the Golden State, like palm trees, swimming fish, birds flying, and cloudy skies, dipped in pastels and outlined with gold. "Snoop was naturally attracted to imagery that was more personal to him," Oberman says. The boxes all have patterns that look almost like shirts Snoop would wear pool-side.
One challenge of designing cannabis products is that ever-changing legislation dictates what you can and can't do with the packaging. For example, all buds need to be packaged in resealable, child-proof bottles. The boxes those bottles are stored in can technically come in any shape or size, but a nine-month approval process makes that impractical. In the case of Leafs by Snoop, that meant Pentagram had to figure out how to make industry-standard packaging look unique. It also needed to be versatile enough to handle the legally required language on the side of the packaging (which changes so often it can only be applied as a sticker at point-of-sale) without obscuring the design.
Read more at FastCo.