Design studio Pentagram creates a branding language for Ben's Best Blnz, which is a cannabis company launched by Ben Cohen, who is a part of Ben & Jerry's. The branding references the injustices that exist in America's realm of drugs and aims to distill these values through branding and design.
Lead at Pentagram Eddie Opara explains the approach, noting that "One of the first terms Ben used to describe the brand intent was 'activist. Advocacy and the ultimate purpose of the brand to invest back into communities deeply harmed by the war on drugs were always central to what needed to be conveyed. We wanted that objective to exist in every facet of the brand and packaging."
Image Credit: Pentargam
What Makes This Trend Stand Out
- Advocate-themed Branding
- Companies can incorporate social justice and advocacy messaging into their branding to connect with socially conscious consumers.
- Cannabis Industry
- With the legalization of cannabis, there is an opportunity for businesses to create innovative brands and products that focus on social responsibility and activism.
- Designer Activism
- Designers can play a role in promoting social justice and activism by working with businesses to incorporate these values into their branding and messaging.
Sectors Adopting This
- Cannabis
- Cannabis businesses can differentiate themselves and connect with a socially conscious audience by incorporating advocacy and activism into their brand messaging.
- Design
- Design studios and professionals that focus on incorporating social justice and activism into branding can differentiate themselves in a crowded market.
- Marketing
- Marketing agencies can specialize in social justice and activism-focused campaigns, helping businesses connect with socially conscious consumers.
