Cannabis Brand Sonder Wants To Inspire Creativity And Connection
by Rudy Sanchez on 06/10/2021 | 3 Minute Read
Cannabis often gets lumped in with narcotics, substances, often illicit, that dull the user’s senses and allows for a detachment from reality. But for many users of the kind herb, that sort of characterization rings hollow. More often than not, cannabis has the opposite effect—it can unlock new perspectives and heightens the senses. Perhaps the closest English word we have to describe the end result is the relatively new sonder, meaning “the realization that each random passerby is living a life as vivid and complex as your own.” We might miss the details of that other entity’s narrative, almost as if that snapshot is a compressed jpeg, and cannabis expands the same view to a crisp, high definition 4K.
Cannabis’s ability to create sonder is the inspiration for the queer-created-and-led brand by the same name. Spouses Faun Chapin and M. Paradise, both from families of cannabis farmers, founded Sonder with the view that the plant engages rather than disconnects, allowing the consumer to see nuances, inspire creativity, and create connections with the world and one another. They also run the design studio Guts & Glory, which is likely why the branding shines with personality and intrigue.
Sonder’s branding and visual identity capture that vision through the use of sumptuous typography that playfully morphs in weight, being both weighty and flighty simultaneously. Wavy graphics call to the concepts found in quantum physics, where a particle can exist in a range of possibilities. The use of an eye is reminiscent of the Ajna, or third eye, which perceives more than one can see without activating it, according to Hindi tradition.
Sonder’s vision is further shown in the shimmery and camp imagery and cosmic-inspired elements. Nods to creative pursuits while high such as music notes connect the brand’s visuals to its vision.
The Pop-Rocks-like edible Space Crystals is a product personification of sonder. Available in four flavors, including the Pride-inspired Cheers Queers, Space Crystals are just as fun as you remember Pop Rocks while also being fast-acting. They come delightfully packaged in colorful and playful packaging consistent with the rest of the brand’s range of concentrates and oils, all made from quality Mendicino cannabis.
Sonder’s belief that cannabis can create connection through sharing is also evident in its partnership with fellow queer-founded cannabis brands CANN, makers of infused beverages, and Drew Martin, which blends cannabis with botanicals for unique prerolls, to offer a Parade Me Around Pride Bundle. The set includes a four-pack of CANN tonics, two preroll botanical packs from Drew Martin, four packets of Sonder Space crystals, and a CANN-designed Parade Me top, available in select California shops.
You’re probably safe enjoying Space Crystals with a coke, though if you’ve been in a Life cereal commercial, you might want to tread lightly.