The archive · Design & Visual · Product decision · 2021–2022
Houseplant's one typographic system unified its cannabis range for the US launch — D&AD
Ahead of entering the US, Houseplant rebuilt its identity as one typographic and illustration system unifying every product and pack, tins included.
Houseplant
What it had to solve
Canadian cannabis brand Houseplant — founded by actor and cannabis advocate Seth Rogen — needed a redesign ahead of launching in the US market: revamp the existing brand while keeping its essence, and stand out in an already saturated market.
How it works
Houseplant, the Canadian cannabis brand founded by actor and cannabis advocate Seth Rogen, needed a redesign ahead of launching in the US market. The aim was to revamp the existing brand while maintaining its essence and to ensure it stood out in an already saturated market.
The design lead MA-MA started from what Houseplant already had: the existing logotype and symbol. From those it developed a typographic and illustration system to unify the brand's wide range of products and overall communications, then designed a structural packaging system for all products as well as Houseplant's cannabis tin jars.
The redesign turned a growing collection of products into a single, recognizable brand system that could stretch across categories and channels, which was exactly what a US entry would need. D&AD recorded the rebrand in its 2022 packaging design annual.
Why it lands
- Starting from the existing logotype and symbol kept the brand's essence intact while the system was rebuilt around it.
- One typographic and illustration language made a wide range of products read as a single family rather than a shelf of one-offs.
- A structural packaging system, down to the cannabis tin jars, gave the brand a physical consistency no sticker redesign could match.
- Unifying products and communications together meant the identity held everywhere from the jar to the campaign.
What it did
A scattered product range gained one visual language and a structural packaging system ready for a crowded market; D&AD recorded the rebrand in its 2022 packaging design annual.
What you can take
When one brand has to cover many products, build the system from marks people already know — a shared typographic and illustration language makes variety read as one family.
Since then
D&AD kept the Houseplant rebrand in its 2022 packaging design annual; the modular typographic and illustration system gave the brand a foundation it could carry into the US market across a wide range of products.
Sources
spotted an error? The archive wants to know.
Your turn
You just read one. Describe the brief you are staring at, and see who has been given the same problem.
Free account · 3 free questions · no card