Green evolution

Monogram

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.

Services

Strategy
Brand Design
Packaging

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“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

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. Rather, each category is based on Monogram’s cannabis expertise and the intended overall effect of each strain or blend.

For product-specific naming, the system avoids distracting strain names in favor of a simple and consistent number system for branding single strains and blends. The numbers, however, are not just numbers – they are chosen by the Monogram team in relation to specific artistic or historic backstories. If you know, you know.