This Branding Mixes Classic Typography with Mesmerizing Graphics

By: David Ingram - Oct 15, 2015
References: phillipfivel & packagingoftheworld
Digital product and brand designer Phillip Fivel Nessen was tasked with creating the branding and packaging design for cannabis-infused recreational chewing gum. What he came up with was an identity that pays homage to the past of marijuana's underground status, but also reflects a newer aesthetic of cultural acceptance and sophistication for the product.

'Plus' is a cannabis-infused legal and medical chewing gum from Brooklyn, New York meant to provide a low but still stimulating dose of THC to the user's body. Somewhat resembling a retro cigarette pack, the package features a classic typography done in soothing colors of blue and green.

The standout design element is the multicolored bullseye found on the front and inside of the package that gives a subtle nod to psychedelic roots of the product's active ingredient.