With more and more states across America legalising marijuana, the market is exploding, with the companies selling the drug facing stiff competition in the race to get consumers on board. And now Snoop Dogg, the rapper, actor, and burgeoning mogul has adapted his brand for the cannabis trade with ‘Leafs by Snoop’.
This brand new line of cannabis goods is the latest addition to the market, but comes with the kind of stylish packaging and design you’d expect from a rapper turned entrepreneur. The product selection includes the actual plant, a number of cannabis extracts, and chocolate bars, fruit chews, and fruit drops.
American rapper and cannabis mogul Snoop Dogg [LeafsBySnoop]
But wrapped in the packaging created by the same people responsible for the branding of Saturday Night Live and The Tonight Show with Jimmy Fallon, Snoop’s ‘Leafs’ look like they belong on the shelves of artisanal supermarkets.
According to Emily Oberman, a partner at Pentaram – the design firm responsible for the brand – Snoop and his team were adamant that ‘Leafs’ would avoid the pitfall clichés associated with marijuana. Instead, with crisp, minimalist design, ‘Leafs by Snoop’ wants to convey a message that cannabis is an upmarket product for all types of consumers
“It’s like working at the end of Prohibition,” Oberman said in a statement.
“Laws change from week to week, and affect what you can do. It’s incredibly exciting, but it’s also difficult, so we had to keep it simple.”
The simplicity is also a direct result of the legal requirements of the packaging, with many states demanding it be opaque, childproof, and that the product cannot be labelled as ‘candy’.
Snoop Dogg is just the latest celebrity to launch his own cannabis brand, hot on the heels of the late Reggae star Bob Marley. In November of 2014, the Marley family trust signed a deal with a US private-holdings company to lend the musician's likeness and name to a cannabis brand.
