MA-MA and Pràctica collaborate on a packaging redesign for Seth Rogen’s cannabis brand Houseplant

Houseplant is a cannabis and homeware brand founded by long-term collaborators and friends – actor Seth Rogen and writer/producer Evan Goldberg. Preparing for their launch into the U.S. market, Houseplant reached out to MA-MA and Pràctica to collaborate on a packaging redesign that would resonate with their new target audience. The collaboration led to the development of a new typographic and illustrative system; a fun, nostalgic and modernism-inspired visual language. The fresh redesign not only serves to revamp the brand but also unifies their wide range of products and overall communications. The effort was split across the two studios, as Barcelona and New York-based design studio Pràctica focused on the identity and packaging system, while New York-based multi-disciplinary design studio MA-MA took the lead on the structural side of the packaging and production design. We talk to Pràctica’s Art Director and Co-founder Javier Arizu about the new developments. “The nature of the redesign required us to maintain their existing logotype and symbol,” he tells us. “We couldn’t change them. Instead of hiding it, we took it as a foundation for all of the identity.” Included in the revised identity and packaging is a wider typographic system with a custom typeface based on the brand’s original logotype. “It was drawn from scratch based on the pre-existing logotype the brand had before the redesign.” To design and develop the typography further, Pràctica sought the help of Tipografies’ Jordi Embodas.