OUR DIRECTION is
essentially about preserving the spirit of buying pot illegally. The
rituals and customs of scoring a bag of weed are so ingrained in pop
culture that to ignore them simply because marijuana is legal seems to
do a disservice
to decades-old pot culture. The brand is built around a sticker system. We used the Akzidenz family for the type
and wanted it to have a slightly under-designed feel to it,
something nicely done but not too slick or mass-market. Finding the
perfect bag was tricky, but we ended up with a bag that’s 3" x 4.5."
APPROACH: Our initial idea was to package the joints in a cigarette box or something like that. But
it would take a person a long time to smoke 20 to
30 joints. Paring it down to 12 seemed the way to go.
NAME: There is always a slight mystery involved in buying pot, and you aren’t always sure how good
the quality is going to be. We wanted to nod to that with the different
product names, while interjecting a bit of humor. We had 14 or 15 names
ready to go, and could have gone on and on.