The pure range of collaborators on B3 makes the brand’s visual language rich and varied, though made cohesive by the radical tone throughout. The B3 typefaces are designed by Darden Studio and Vocal Type, the latter contributing a range of typefaces highlighting pieces of history such as the Women’s Suffrage Movement in Argentina and the Civil Rights Movement in the US.
Meanwhile, artwork from Dana Robinson is embedded into the packaging, showing ads and imagery from Ebony magazine, smeared and pressed to make monoprints. Eddie Opara also contributes artwork that shows “the side profile of a Black man in an orange incarceration jumpsuit, with his face and hair built from images of flowers – symbolic of flower or ‘bud’,” says Opara. Words of protest and calls to action completely cover almost every element of packaging, which is designed to to be reviewed and returned to over time.
At every corner of the identity, the issues emerging from the cannabis market are at the forefront. “The cannabinoid industry has become a conventionalised, homogenised market,” says Eddie. “As part of our concept, we wanted to be divergent and transformational, which is sown throughout the identity.” The designer adds: “We wanted every channel of this project to permeate social injustice, equity, sorrow and faith in a movement through the typeface we chose, the artwork, the compositions and the message they conveyed.”
Credits:
Pentagram Project Team
Eddie Opara, partner-in-charge and creative director
Jack Collins, associate partner and designer
Raoul Gottschling, designer
Ruben Gijselhart, designer
Dana Reginiano, project manager
Typeface Design
Vocal Type Foundry
Darden Studio
Illustrations:
Dana Robinson
Eddie Opara
Product Photography
Claudia Mandlik
Type Animations
Michael Justiz
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March 28, 2023 at 07:31PM
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Eddie Opara designs an activist, art-filled cannabis brand - It's Nice That
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