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.