CHRONIC REEFER
Art Direction: Paul Sheriff, Dermot Mac Cormack
Chronic Reefer is a recreational marijuana brand designed to elevate the act of smoking or using these THC products. High quality liquor brands design their packaging to present a luxury persona, so why shouldn’t weed? It’s not only becoming a more popular recreational product, but it also has bonus health benefits. I wanted this design to let users feel like they are partaking in a classy pass time. It’s nice to feel fancy partaking in some recreational fun. And let’s face it, we’ve all bought that fancy looking bottle and raised our cup with our pinky up just to soak in the feeling. With more states legalizing it, weed should be no different.
PROCESS
This design contrasts bold geometry with accents of small details to create a feeling of extravagance. Using the linear quality, font selection, and visual hierarchy was Art Deco inspired. Because of its popularity during the time of prohibition, I was drawn to integrate this into my project. I chose to keep this design strictly black and white to keep it formal and discreet. I believe in doing this, it doesn't make the focal point that it’s weed and it elevates the tone of the product which is the goal.
