London International Awards
2022 Winners and Finalists
Regional Design Company of the Year: Europe
SERVICEPLAN Germany, Munich
Finalist
Package Design
Use of Typography
| Entrant: | SERVICEPLAN Germany, Munich |
| Brand: | AROYA |
| Title: | "Freedom Grams" |
| Corporate Name of Client: | METER Group / AROYA |
| AROYA / METER Group: | Christian Hertel/John Gorman/Ross Dallaire |
| PR Company: | DiGennaro Communications, New York |
| PR Company Account Manager: | J.P. Escobar |
| Agency: | SERVICEPLAN Germany, Munich |
| Global Chief Creative Officer: | Alex Schill |
| Chief Creative Officer: | Matthias Harbeck |
| Executive Creative Directors: | Franz Röppischer/Lorenz Langgartner |
| Creative Director: | Naho Manabe |
| Agency Creative Director Video: | Dennis Fritz |
| Creatives: | Tanvi Phalak/Camille Nizet/Sanjeeta Saha/Saurabh Kakade/Mirjam Olga Strzata/Anastasiia Cherniavska/Changkyu Ku/Reinier Wortman/Lorenzo Colnaghi/Silvia Raquel Vega Bellido/Yago Guimaraes/John Gergen |
| Copywriters: | Shruthi Subramanian/Sandra Valencia/Taro Taniwaki |
| Copywriter - Freelance: | Björn Neugebauer |
| Art Directors: | Rohil Borole/Kai West Schlosser/Eduardo Álvarez Lucas |
| Art Director - Freelance: | Yamen Ibrahim |
| Agency Head of Sustainability Management: | Julia Nicolaisen |
| Agency Head of Corporate Communications Serviceplan Agencies: | Birgit Koch |
| Agency International Communications Officer: | Lee Sharrock |
| Design Companies: | Moby Digg, Munich/kimera, Munich |
| Designers: | Benjamin Taschner/Lea Vornholt/Rebecca Burkhardt/Jonas Rosenwirth/Ludovico Fantoni |
| Art Director - kimera: | Michael Clasen |
| Design Company CCO: | Maximilian Heitsch |
| Product Designer - Freelance: | Ashwin Suresh |
| Director/Cinematographer - Freelance: | Tom Kubik |
| Camera Operator - Freelance: | Felix Tonnat |
| Motion Designer - Freelance: | Federico Leggio |
| CGI Artist - Freelance: | Fabio Ziplies |
| Sound Mixer - Freelance: | Reuben Colazo |
| Creative Producer - Salty Fruits: | Imad El Rayess |
| Creative Producers - Aldesign: | Hussein El Rayess/Alaa El Rayess |
| Photographer: | Ewelina Bialoszewska |
| Photographer - OFF Films: | Lisa Früchtl |
| Illustration Companies: | Eat, Sleep + Design |
| Illustrators: | Frank Gräfe/Till Schermer |
| Moby Digg Team: | Marco Kawan/Robin Körner/Sophie Juch/Lisa Düspohl |
| Web Development Company: | STD.DEV, Munich |
| Creative Code, Web Development - STD.DEV: | Daniel Kuhnlein |
| Retailer / Manufacturer Company: | Gaby Inc, Calgary |
| Gaby Inc: | Charlie Rohlfs/William Kanistras |
| Casting Company: | MassiveVoices, Berlin |
Description:
Freedom Grams. A cannabis brand that makes consumers aware that others are still in prison for amounts they can legally buy today. All proceeds fund legal action to get them out.
The design system is based on prison bars from which generative typography breaks free, symbolizing the project’s theme of liberation.
The custom variable type has two fonts: extended and condensed. Each character was constructed from two perspectives: from inside the grid and outside to show the contradiction between the treatment of consumers and those in prison.
The monogram of the brand represents the odd amounts (in grams) of cannabis, precise up to one decimal point.
The branded matchbook is relief printed and attached to each package, reminding consumers that they can ignite change.
The label generator tool allows even non-designers to generate the custom type and create Freedom Grams labels easily.
From the packaging, the stories unfold through AR and on a website, with all cases and ways to act: like signing petitions, contacting senators, and joining local groups. The editorial section on the website guides the user with data and evocative photography on cannabis consumption and prisons in the U.S.