The Heads of State: True to the Street
By: Admin | July 17, 2009
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.