CLIENT
Pango 

SERVICES
Brand Identity
Web Design

INDUSTRY
Lifestyle & Consumer Goods 

LOCATION
Brazil/United States

PHOTOGRAPHY
Kwame Koda

Celebrating Afro-Cannabis Culture.

Project Overview

The cannabis industry is rapidly evolving, but it has historically marginalized Black communities and overlooked the significance of Afro-cannabis culture globally. PANGO seeks to revolutionize this narrative by creating a digital hub that celebrates and amplifies the culture through innovative storytelling. The project draws inspiration from the complex history of cannabis within Afro-descendant communities, particularly the 1830 prohibition of pito do pango (cannabis) in Rio de Janeiro, one of the earliest recorded instances of racialized cannabis criminalization.

Brand Identity

The development of PANGO’s brand identity focused on creating a community-centric foundation for a global movement. Central to this identity are illustrations of hands in gestures commonly associated with cannabis use, symbolizing community, cultivation, and sharing, while evoking a sense of belonging and cultural celebration. The logo, simple and wide, takes inspiration from a rolled joint, representing unity and inclusivity. Reinforcing this unique identity, the brand icon combines elements of the sun and a cannabis bud, emphasizing vitality and growth while intentionally avoiding the overused cannabis leaf imagery. Additionally, vibrant stickers were created to highlight the diverse names for cannabis across the African diaspora, celebrating its cultural richness and providing a glimpse into the product range planned for the next phase of the project.