Cannabis and its community of users are a stigmatized and often shunned group that lack a voice. I have a lot of people in my life that are cannabis users and I know that the many of the negative stereotypes that surround the community shouldn't apply to them, or anyone else. I really wanted people to see cannabis and its users in a different light by creating a brand that's dedicated to normalizing it. All of the products created for this project serve as a way for non-users of cannabis to be included in the community to help increase public knowledge of the plant and to normalize it. The items created such as the directional signs, poster series, and infographic serve as a CTA to get the non-using community to learn more about the plant at DEWE's locations. While the zine and merch are a way for non-users show their support for the cause.