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Branding Snoop Dogg

With the growth of legalization of marijuana in some states, packaging design is becoming a tool in order to promote their product. However, with the stigma still lingering on topic of marijuana, it’s a little difficult to approach, let alone to sell and advertise it. Snoop Dogg has recently released his own line of smoking accessories, POUNDS, which launched in 2017.

When I think of Snoop Dogg releasing a product, I think of the obvious, Drop It Like It’s Hot and weed. When I came across the package design for POUNDS, I was surprised. The design to the product was elegantly discrete but still didn’t hide what its purpose was intended for. The colors where bright and bold, sophisticated typography on the box, and held a contemporary identity.  It was completely different from what I assumed for it to be – monochromatic hues of green, a billion pot leaves, and smoke floating around.

Not only did it have a contemporary and sophisticated look, but I think every person who saw it would give it a second glance due to its nature in design. This package design almost looked like it was a liquor bottle design. Snoop Dog intended for the product design to be kept, not tossed out (a major plus, environmentally friendly). Which explains why there was much thought into the packaging. Although the recreational use of marijuana still carries a heavy stigma, I think it’s safe to say the packaging design coming from this field is making its way into the game.