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As more states consider legalizing marijuana, Studio 360 wanted a design firm to imagine how the drug could be rebranded for mainstream consumers. Jennifer Kinon and Bobby Martin, co-founders of the Original Champions of Design (OCD), created the campaign. Their redesigned marijuana symbol “looks a little bit like a short rounded Christmas tree, or a smushed asterisk,” says Kinon. “It’s purple now because of all of the cues of relaxation.”

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Kinon: “Being a Lean-In mom, you’re always looking for the best product. So can we replace that end of day glass of wine with the end of day glass of pot?”

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Kinon: “Smoking’s out as a way to consume anything. Foodies like to eat. Marijuana increases your appetite. So why not incorporate pot into your hors d'oeuvre?”

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Campaign slogans and posters. “Instead of renaming marijuana, we want to reposition the experience,” says Kinon. “So the same way that in the 90s we ate natural foods, then we started to eat organic food, now you can have cannabiotic food – perfect for our wellness freaks and foodie.”

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The green warning symbol is based on the poison symbol. Kinon says it shows the product “isn’t for regular consumption. You need to eat this responsibly.” (See the full design presentation.)

Not Just for Potheads: Marijuana Goes Mainstream

Studio 360 has asked designers to come up with new concepts for the gay pride flag, Monopoly, and even Christmas, and we came up this design challenge: rebrand marijuana for mainstream culture. The Original Champions ...