REEFORM
release. rebuild. reform.
REEFORM
brand creation
At 23, Weldon Angelos, a promising music producer who worked with legends like Snoop Dogg and Tupac, sold cannabis on the side. Unintentionally, he made three $300 sales to an informant, resulting in a severe 55-year federal prison sentence with no chance of early release. This sparked bipartisan reform efforts. After 13 years, President Obama commuted his sentence, and later, President Trump pardoned him. Now, Angelos works with President Biden and others to champion lasting reform.
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Early this year, we worked with Weldon and Glass House Brands to launch REEFORM, a premium cannabis brand on a mission to address the injustices suffered by individuals caught in the crosshairs of the war on drugs, many of whom have been incarcerated for non-violent cannabis offenses.
The brand's mission goes beyond advocacy for the release of those unjustly imprisoned; it also focuses on assisting them in rebuilding their lives post-release and furthering cannabis policy reform.ipartisan reform efforts. After 13 years, President Obama commuted his sentence, and later, President Trump pardoned him. Now, he works with President Biden and others to champion lasting reform.
Early this year, we worked with Weldon and Glass House Brands to launch REEFORM, a premium cannabis brand on a mission to address the injustices suffered by individuals caught in the crosshairs of the war on drugs, many of whom have been incarcerated for non-violent cannabis offenses.
The brand's mission goes beyond advocacy for the release of those unjustly imprisoned; it also focuses on assisting them in rebuilding their lives post-release and furthering cannabis policy reform.
The brand's mission goes beyond advocacy for the release of those unjustly imprisoned; it also focuses on assisting them in rebuilding their lives post-release and furthering cannabis policy reform.ipartisan reform efforts. After 13 years, President Obama commuted his sentence, and later, President Trump pardoned him. Now, he works with President Biden and others to champion lasting reform.
Early this year, we worked with Weldon and Glass House Brands to launch REEFORM, a premium cannabis brand on a mission to address the injustices suffered by individuals caught in the crosshairs of the war on drugs, many of whom have been incarcerated for non-violent cannabis offenses.
The brand's mission goes beyond advocacy for the release of those unjustly imprisoned; it also focuses on assisting them in rebuilding their lives post-release and furthering cannabis policy reform.
INCLUDED IN THIS PROJECT
- Brand strategy
- Visual identity
- copywriting
- illustration
- packaging
- sales channel support
The Challenge
When developing REEFORM, it was of paramount importance to create an authentic brand that truly honored Weldon and his vital mission. Furthermore, the brand needed to exist independently while also complementing Weldon's other advocacy organization, MISSION [GREEN], which is committed to expediting the release of incarcerated individuals. Finally, it was crucial for the brand to convey a positive, uplifting, and optimistic message.
The Approach
The cornerstone for the look and feel of the REEFORM brand is a bespoke, hand-illustrated and lettered piece of artwork capturing the essence of the brand, the man, and his mission. Central to the piece is Angelos, donning a "Give Me Liberty" t-shirt, encapsulated by a concept cloud that vividly conveys the power, emotion and conviction of his message through words and imagery.
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While the artwork and the packaging were important aspects of the launch, it was imperative that the brand did something more to further Weldon’s cause. To that end, we partnered with renowned cannabis university, Oaksterdam, to offer scholarships to individuals freshly released from incarceration for cannabis-related offenses. Collectively, MISSION GREEN and REEFORM offer a comprehensive and proactive strategy to uplift, restore, and reform the lives of these individuals.
VISUAL IDENTITY
packaging
ILLUSTRAtion
RETAIL
RETAIL