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ROOR Rolling Papers: Graphic identity that breaks the mould


You only have to take one look at ROOR’s brand styling to see that we’ve hit on something strong and unique. Designing it, our aim was to express the brand’s sharp personality, as one that has broken boundaries with its line of three world-first rolling papers with CBD-infused gum – RICE, UNBLEACHED and ORGANIC HEMP. Hand-in-hand with this, the brand identity is working to overturn the traditional view of cannabis smokers and create a new de-stigmatized consumer profile, centred in creativity, self-expression and freedom.

In view of all this, we knew ours could be no ordinary-looking booklets – we wanted booklets that demanded attention. Booklets that broke the old codes and shouted innovation. That signalled their injection of new life into the market. And for this we would need truly classy graphics that would redefine rolling-paper styling and set a new bar for the aspirational. We think we succeeded, and we’d love to tell you a bit about it.

Quality and Creative Vision: our brand’s place in the dynamic, alternative CBD market

ROOR started out in the 1990s with a reputation for making the highest level of glass pipes. With rolling papers, again we aimed for the top, in the build quality and conception of every element of our three new products.

Alongside this emphasis on the highest quality, our values and vision are all about encapsulating a sense of freedom, energy and creativity.  This is reflected not only in every element of our products, but in our experiential approach to cannabinoids – in the idea that you deserve a richer, more sublime smoking experience – and is summed up in our brand essence: Experience the Highest. The challenge was to reflect this approach in a 360 degree visual identity for ROOR, and graphics were obviously going to be a key part of this. They would have to be pure, sharp, disruptive and striking.

The Building Blocks of Identity

Starting with our word mark with its distinctive inverted final R, we already had a memorable signature. Add to this: our eye-catching neon corporate colours. Their acid shades of yellow, green and orange call out resoundingly to creative spirits. To create an even more potent look, we overlaid these flat, strong colours, with black, sharp, clean graphics with a brutalist touch.

Onto our iconic typography: Sharp-Grotesk – with its 14 distinct styles, each with 21 widths for a total of 294 fonts. It was designed by Lucas Sharp in 2016 and was inspired by Swiss styling. The Swiss styling collides with unexpected construction, ink traps and wonky imperfectionism, offering up a unique, brand-new perspective on the genre of multi-width neo-grotesk. Monument Extended, business-like and elegant, and the electrifying Black Mamba Venom complement this impactfully.

Together this all opens up a world with an incredible range of moods. Thus it lends itself perfectly to our style of illustration, which is both proprietary and differential. The final typographical effect is clean but rich, readable, compact and current.

Throwing Zero-Gravity Lines and Acid Graphics into the Mix

Add to this already strong look…

– Our experimental ultra-modern, zero-gravity lines for graphic illustrations and iconography, characterised by simple, clean lines, dynamic easy shapes and the use of black and white.

– Acid design: it’s at the heart of our graphic complements, often involving 3D mesh and distortions of it.

– Smiley faces and sticker-style product information: they give a counterpoint to this modernity – a wink to the sense of freedom and wilful naivety associated with the brand – and contribute to the fresh boldness of the overall look.

And that overall look is nothing if not markedly dynamic. All the inherent startling and disruptive contrasts forge an identity that is full of exuberant personality. We challenge anyone to NOT notice our booklets or to forget what they’ve seen. So, as you can see, we couldn’t be prouder of our innovative and original graphics and their place in our visual identity, which is redefining the market for the modern, aspirational rolling-paper client. Why don’t you join us and Experience the Highest too?

ROOR SAS has carefully developed the world's first rolling papers with CBD-infused natural gum, with a range of three specific rolling papers: Unbleached, Organic Hemp, and Rice. The natural gum of our rolling papers contains CBD with 0% of THC. Our products are only to be used by people over the age of 18 and should not be used to substitute or replace any medication. They should not be used to treat illness or medical conditions. They are not to be consumed as dietary supplements and should be kept away from children and pets. ROOR products are exclusively available in countries where regulation permit.