Ben's Best Blnz. Identity by Pentagram, US
Ben's Best Blnz. Identity by Pentagram, US
Ben's Best Blnz. Identity by Pentagram, US
US – Ben Cohen, co-founder of the global ice-cream business Ben & Jerry’s, has unveiled Ben’s Best Blnz, a new cannabis company driven by social justice and specialising in smokeables, vaporisers and edibles.
The brand is dedicated to empowering Black talent, from hiring Black font designers to work on the branding with award-winning agency Pentagram to donating 100% of its profits to the Black cannabis community and groups advocating for criminal justice reform. According to FBI data, Black adults in the US are disproportionately likely to be arrested for marijuana-related offences, while non-Hispanic, single-race Black and white Americans used marijuana at roughly comparable rates in 2020, according to the National Survey on Drug Use and Health.
Inspired by Black psychedelic art and quotes from influential African and African-American leaders, the sustainably produced cardboard packaging is as recyclable as possible and combines activism, ecology and colour. In our recent Cannabis Market, we looked at how the adjacent cannabis-derived food and beverage market continues to grow and diversify with new creative brands similar to Ben’s Best Blnz entering the market.
Strategic opportunity
To reach cannabis and CBD consumers and appeal to their predominantly liberal values, aspiring market entrants must innovate with solid branding and a purpose
