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A project about the changing aesthetics of the cannabis industry

As cannabis becomes increasingly legal in North America, cannapreneurs - emerging leaders of the cannabis industry - are employing sophisticated design strategies to position their brands. Rebranding Pot is a series that features the companies and entrepreneurs responsible for the most exciting designs connected to the green revolution.

Rebranding Pot will offer an overview of the changing visual landscape of the cannabis industry. Through case studies it explores how companies are branding themselves in order to attract new consumers.

Some of the trends explored:

  • How are cannabis companies defining new target audiences?
  • What celebrities are also cannapreneurs?
  • How are cannapreneurs replicating the strategies of the luxury industry when positioning their cannabis products?
  • What are the cutting edge examples of branding (logos, packaging, photography, etc.) that are popping up?
  • What are some surprising forms of edibles now available (e.g. infused BBQ sauce, mezcal, vodka, wine, and coffee).

Adriana Kertzer


Adriana is a New York-based Brazilian-Texan design entrepreneur, lawyer and author. She is fascinated by the grey area between design, business, sociology, politics, and culture.

Born and raised in São Paulo, Brazil, Adriana received her B.A. from Brown University, a J.D. from Georgetown University, and a M.A. from Parsons School of Design. Her first book, Favelization: The Imaginary Brazil in Contemporary Film, Fashion and Design, explored the use of references to Brazilian slums to brand luxury items as “Brazilian” and was originally published by the Cooper Hewitt, Smithsonian Design Museum. Adriana was proud to serve the Obama administration as the Senior Advisor to the Senior Deputy Chairman of the National Endowment for the Arts. 



I love public speaking and am happy to share my research at companies, industry events, public forums, and festivals. If you are interested in having me speak at an event, send me a message below


I am available to speak on topics such as:


Contact Us

Want to tell us about cannabis companies with incredible logos, social media accounts or packaging? Just curious about what we are up to? Send us a smoke signal!

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