AROYA / GABY Inc., / Last Prisoner Project: Freedom Grams

On 20 April, international day for cannabis, AROYA, GABY Inc., and Last Prisoner Project launched Freedom Grams, an innovative cannabis brand that comes in packages of 0.3, 3.5, 8.7, 18.0, and 23.5-grams — the exact amounts of cannabis for which others in the U.S. are currently incarcerated. With creative concept and communication developed by Serviceplan Group for longstanding client AROYA, Freedom Grams was made available through retail and distribution partner GABY Inc., with all proceeds going to Last Prisoner Project, a nonprofit dedicated to fighting for the release of cannabis prisoners through legal and legislative intervention. Each pack features someone imprisoned for the exact weight of cannabis inside the package, like Kevin O’Brien Allen who was sentenced to life-without-parole in 2014 for the possession of about 3.5g of cannabis. From the packaging, these stories then unfold through AR filters, as well as on the Freedom Grams website. Beyond learning more about the whole matter, visitors from states that allow delivery can directly buy the Freedom Grams packs online. The website also provides other ways to act through petitions, resources to contact regional politicians, and information about local action groups. From the packaging to the website, Freedom Grams features elaborate design and high-end craft. The design system is based on prison bars from which generative typography literally breaks free, symbolizing the project’s theme of liberation. The labels are relief-printed and come with a custom branded matchbook. From lighters and rolling paper to stickers, hangtags, and a 3D printable grinder, a wide range of branded collateral was created for retail and influencer mailings.