Freedom Grams is a cannabis brand where each pack contains the exact amount of cannabis that got someone into prison. But now it can help get them out. All proceeds fund legal action, enabling consumers to use their freedom to free others.
Client
AROYA
Year
2022
Role
Art direction, outreach, sourcing, digital design, 3D printing, photo & video production
Links
Freedom Grams is a platform for both the cannabis industry and its consumers founded by members of the cannabis industry: AROYA and GABY Inc. alongside the nonprofit Last Prisoner Project, . Anyone, from growers to retailers, can join the initiative and use the Freedom Grams label on their products to collect funds for Last Prisoner Project.
Additionally, anyone can also submit the case of someone they may know facing this injustice and have them featured on the Freedom Grams platform. Along with the cannabis packaging, various merchandise was produced as a part of the Freedom Grams platform, including rolling papers, lighters, matchbooks, and grinders.
The grinder is 3D printable and made of orange filament. Each grinder features the F.G monogram. The three-piece structure follows the design themes of the project and is available as an open-source asset for the public.
The design system is based on prison bars from which generative typography literally breaks free, representing the project’s theme of liberation.
The custom type has two fonts: extended and condensed. Each character was constructed from two perspectives – one from inside the grid and one outside to show the contradiction between the treatment of consumers and cannabis prisoners. The brand monogram represents the unusual amounts (in grams) of cannabis, precise up to one decimal point.
Users can explore more data on the website, which includes: an overview of all the cases, more information on the initiative, a portal to submit new cases, petitions to sign, and support for grassroots action groups.
To tell the story of the war on drugs, the US criminal justice system, and the rise of the cannabis industry, the editorial section drew on evocative licensed photography. Most notably the work of Robert Gumpert, a photographer who spent decades documenting life inside jails and prisons.
Credits
Serviceplan Innovation, Moby Digg, STD.DEV, Imad El Rayess, Aldesign, kimera, Ewelina Bialoszewska, Fabio Ziplies, Ashwin Suresh, Gaby, Off Studios, Eat, Sleep + Design, DiGennaro, MassiveVoices, 86 Tales
