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Packaging for Seth Rogen’s Cannabis Brand Houseplant by MA-MA

Packaging redesign for Houseplant, a cannabis brand founded by Seth Rogen for its launch into the U.S. market (originally from Canada).

Taking Houseplant’s existing logotype and symbol as the starting point, MA-MA (in collaboration with Pràctica) developed a typographic and illustration system that helped unify and revamp the brand’s new wide range of products and overall communications.

The redesign includes the introduction of a wider typographic system with a custom typeface that is based on the original logotype, a unifying illustration system that helps represent the forms of the products packaged within, and a fresher color palette with brighter hues to convey the vibrancy of the company.

The structural packaging itself maintains a simple design; a solid colored drawer system, in which the complimenting color is featured within the typography, line illustration, pull tab, and eco-foam within. In line with the company’s goal to be more sustainable, we also designed a series of recyclable tin ‘jars’ to house the cannabis goods, as well as, tin cases for pre-roll joints.

The ‘jars’ have been designed such that they can stack like legos, acting as a collectible and reusable keepsake. In efforts to keep the packaging as sustainable and with as little waste as possible, we designed a simple label wrap for the tins made out of cardstock paper with printed graphics.

Photo courtesy of Airbnb

Structural Packaging Design: MA-MA
Product Design for Tin Jars and Pre-Roll: MA-MA
Identity and Packaging System Design: Pràctica
Typeface Creative Direction: Pràctica
Typeface Design and Production: Tipografies
Animations and 3D Renders: Dani Avila

Copyright @ MA-MA
Multi-disciplinary design studio based in New York City. MA-MA practices within a wide range of scales of design, offering services in architectural design, scenography, furniture, and product design. The studio was founded by Sanam Salek and Laylee Salek. 

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