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Leafs By Snoop Snoop Dogg News

The branding story behind Snoop Dogg’s marijuana-based product line Leafs


By Natalie Mortimer | N/A

November 13, 2015 | 3 min read

Snoop Dogg has never made a secret about his love affair with the green stuff, so it came as no surprise when the rapper launched a cannabis-based media company in September this year to produce an array of original content including a marijuana cooking show and an interview series with innovators in the cannabis industry.

To build on the Merry Jane platform, Snoop Dogg has now worked with Pentagram to produce a marijuana-based line of products which includes both flower and edibles, called "Dogg Treats", such as chocolate bars, chews, drops and gummies.

The rapper wanted to establish a brand that “avoided clichés” to present a sophisticated image that was still emblematic of having a good time. The challenge for Pentagram was to create something that captured Snoop’s unique personality and style but at the same time appeal to a diverse audience, given that cannabis legalisation is now gathering speed in the US for both recreational and medicinal purposes.

The resulting identity focuses on a marijuana leaf constructed of jewel-like facets, which was inspired by laid-back Californian cool. The name Leafs By Snoop can also be abbreviated to LBS, which is a play on weight and buying in bulk.

“Snoop is smart, cool and truly unlike anybody else,” she says. “Leafs By Snoop is likewise not just another celebrity-endorsed product. There is nothing artificial about Snoop or LBS. He genuinely loves marijuana and is excited about sharing this enjoyment with others who are able to use it.”

While the outside of the packaging is plain and simple - there are strict guidelines around selling cannabis - the inside features green palm trees, sunny beaches and blue pools.

Leafs By Snoop comes in a range of types and flavours, each identified by a different coloured sticker. The weed is available in three different sizes - an ounce, an eighth and a quarter - and includes indica and sativa strains in eight different flavors: Blueberry Dream, Bananas, Northern Lights, Lemon Pie, Tangerine Man, 3D CBD, Grape Soda and Cali Kush.

The edibles include chocolate bars in six flavours such as Peaches N Cream and Strawberries N Cream with Waffle Bits.

Leafs By Snoop Snoop Dogg News

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