After 170 years as a leader in the cigarette rolling paper industry, Republic Technologies identified an opportunity to expand into the growing alternative market. Following its acquisition of ROOR, an iconic cannabis and glass pipes brand, the company set its sights on creating a sophisticated cigarette paper brand that resonates with discerning consumers. The challenge was to carve out a bold and differentiated identity, positioning Roor as a trailblazer in a segment ripe for disruption and innovation.

Rather than following the typical codes of the category, we aimed for a disruptive language that legitimizes and celebrates the cannasseur—a discerning consumer in pursuit of the highest quality paper for the perfect consumption experience. This brand, much like cannabis itself, empowers consumers to express their unique personality and philosophy of life.

The project brings this vision to life through a bold and powerful graphic language inspired by '60s psychedelia and 90’s acid graphics. Our approach radiates freedom and intentional creativity, making the ROOR universe pure, fresh, and timeless. As the first premium paper brand to integrate CBD into its fibers, it transforms the cannabis experience into a high-quality ritual that embodies creativity, self-expression, and free thinking.