All Projects Info

Monogram

Brand Identity
Art Direction
Packaging

Founded by Shawn “Jay-Z” Carter in partnership with Caliva, Monogram exists to produce luxury cannabis experiences defined by dignity, care, and consistency.

Ammunition worked alongside Monogram’s founders to design and deliver the brand’s strategy, identity, product portfolio, messages, and image. Taking inspiration from the founders’ personal histories and aspirations for creating both product excellence and social activism, we created a brand identity system and visual approach that immediately signals a solemn confidence, painstaking craft, bold intentions, and an extreme commitment to detail.

When it came to the design of packaging, we were tasked with creating an uncompromising brand experience for multiple product lines.

The resulting system creates a striking physical presence for the brand that is at once substantial and understated. Organizing, naming and presenting the brand’s initial and future product lines also provided a rich opportunity for improvement beyond the category’s largely tangled and disorienting approach to navigating potency, character, plant genetics and blends. We developed a simple and easy to understand system that organizes products into Heavy, Medium, and Light experiences. It’s not tied to percentages.

“I CREATED MONOGRAM TO GIVE CANNABIS THE RESPECT IT DESERVES BY SHOWCASING THE TREMENDOUS HARD WORK, TIME, AND CARE THAT GOES INTO CRAFTING A SUPERIOR SMOKE.” – JAY Z