Ben’s Best Blnz
Halyard Display by Darden Studio stars alongside several typefaces by Vocal Type in the design of Ben’s Best Blnz.
Ben’s Best Blnz, or B3, is a cannabis brand initiated by Ben Cohen, co-founder of Ben & Jerry’s. Its mission is “to sell Great Pot and use the power of our business to Right the Wrongs of the War on Drugs.” The independent non-profit organization advocates for the decarceration of those convicted of nonviolent cannabis crimes and the descheduling of marijuana as a Schedule 1 substance.
For the branding, Eddie Opara and his team at Pentagram relied on eclectic and colorful typography, exclusively using typefaces by Black designers. Halyard Display by Joshua Darden is the text typeface on the B3 website (development by Jacob Macdonald), and is also used in the packaging designs as well as for merchandise such as T-shirts. Halyard is paired with a range of more expressive fonts all designed by Tré Seals from Vocal Type, namely Eva Peron, Eva Maria, Martin, Bayard, and Ruben.
Read and see more in Pentagram’s case study and on B3’s page about their art and design.
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Homepage with mission statement, main menu, quotes, contact form, and infographics
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Social Mission page with info on background, advocacy, investment, vendors and partners
Mission statement on the homepage. Interestingly, the lowercase glyphs from Halyard Display Regular are here combined with caps from the slightly heavier Medium weight.
Labels for the Blended SloSmokes that are available in various effects: Focus, Creative, Relax, Stimulate, Cloud 9, Kick Back, Happy Go Lucky, and Dream Sweet Dreams
Website detail featuring Eva Maria for the ticker text, Eva Peron for “B3”, and Halyard for text
Website details including an interactive shop finder
Get There Slower Full Color T-Shirt featuring Halyard Display with alternating glyph colors
Get There Slower Wavy T-Shirt featuring Halyard Display set on a wavy baseline
Full Spectrum Vape Pen packaging designs
Blended SmoSmokes packaging
Assorted packaging designs
