Cannabruv x Grove Bags is Back For a Special Racing-Inspired Winter Design
Cannabis connoisseurs and art enthusiasts are in for another treat. Cannabruv, the Netherlands-based artist and illustrator, is partnering with Grove Bags once again on a new bag design. This time around, Cannabruv drew inspiration from F1 racing, monsters, and a touch of mystery, blending his unique and distinctive animation style with Grove Bags’ innovative approach to cannabis storage. The result? A bag that is as eye-catching and arresting as the plant inside of it.
From monsters to racing: The evolution of Cannabruv’s latest concept
After last year’s Halloween-themed monster spirit bags, where Cannabruv combined the playfulness of the holiday with classic spooky characters and, of course, cannabis, the artist wanted to create something just as captivating, but with a slightly different approach.
“I started with the concept, which the guys at Grove gave me a lot of freedom to develop. I wanted to go with the theme of mysteries and monsters. Since the previous Halloween bag had the monster spirit, I wanted to sort of be able to redline that,” Cannabruv said.
“This time, I wanted to bring in the Loch Ness monster—not too typical, though. This one feels a bit modern, and that’s why I tried to mix and match it with what’s getting really popular these days: racing. From there, the concept came to life: a Loch Ness race.”
For Cannabruv, the most important aspect of his designs is that they feel relevant to today: fresh, exciting, and a concept that allows him to work freely and really be himself.
“I didn’t necessarily need it to connect with F1 racing—more so something that’s happening now, and not from some book that came out 100 years ago, like the Brothers Grimm or something,” Cannabruv said. “This is unlike anything I’ve done before. Of course, you’ll still be able to recognize my style, but this project really allowed me to think outside of the box.”
When asked how long it took him to complete the piece, Cannabruv thought for a second and said, “I didn’t look at the clock. I guess that’s the answer. I like putting my time into the details of the piece—being able to sink into what I’m making, and the time really flies by that way.”
Creating the racing-inspired Loch Ness concept wasn’t just a project free of time constraints—it was a deeply immersive process for Cannabruv and his vision. He started with a vague image in his head, gathered references on his PC, which he then sketched on his iPad.
Sneak peeks shared with friends garnered excitement and reinforced his confidence in the design, which felt more “him” than anything else he’s done before.
“This project really showcases the type of style I would do if I always had total freedom. It’s really a ‘Cannabruv’ piece through and through,” Cannabruv said. “That’s been the coolest part of it all—being able to release something that really represents my style and myself as an artist instead of commercial work. I’m really happy to show the public who I am through these bags.”
Shaping the future of cannabis art in the Netherlands and beyond
Of course, Cannabruv’s work isn’t limited to Grove Bags. He’s currently designing rosin jars for emerging brands and collaborating with traditional and modern cannabis shops in the Netherlands. And while he’s had some experience designing for music artists and album covers, his heart remains with the cannabis industry and its loving community.
“Cannabis is by far the most enjoyable industry for me to work in. I’m open to other opportunities, and I do like to be able to dip out of cannabis for a bit, create a few things, and come back refreshed with new ideas and inspiration,” Cannabruv said.
“But actually, in the last project I created for a music artist, I still ended up putting in some Mary Jane plant details in the piece. Somehow, it still finds its way into other client work if it fits.”
It’s no wonder Cannabruv is locked into cannabis. Businesses and brands are popping up left and right in the Netherlands, and with the legal industry still being so new to Europe, there’s plenty of room for artists to innovate and set the stage for what’s emerging.
“In most industries, things are already set in stone. But in cannabis, you get to take part in deciding the way it goes, and contributing to that overall direction,” Cannabruv said. “Our new generation is also the ones taking over in the coffee shops; owners are handing the keys over to the younger people, so you’re seeing a lot of rebuilding, upgrading, new branding—we’re building a revolution, in a sense.”
This shift in cannabis culture has also influenced his work, as he and other artists are now forced to view cannabis from an interesting, hybrid lens that blends old school ideals and modernity.
“Shop owners are thinking differently about their product: how they market it, how they package it, what sort of information they’re giving customers, and what kind of weed they have on the menu. A lot of influence from the U.S. is coming our way, too. Branded weed wasn’t a thing in the Netherlands until about 5-6 years ago. We were still doing old school Ziplock bags with the green line at the top. In fact, there are still old school shops that keep this tradition because it’s what their clients want, but we’re all transitioning one by one, moving faster into the future,” Cannabruv said.
Bridging old and new school design styles
With this shift in mind, Cannabruv’s designs increasingly bridge old-school and new-school styles, incorporating stoner humor and Easter eggs for fans that also appeal to a younger, nostalgic crowd.
“I’ve been working with a more traditional shop that’s inspired by the Freak Brothers, but they also offer a mix of modern branded products, so there’s that bridge between past and present at play,” Cannabruv said.
As he continues to grow and refine, Cannabruv is focusing on expanding his web store to reach a Europe-wide audience. He’s currently creating content that takes people behind the scenes of his process, showing where and how he works so his community can feel more closely connected to the artist behind the winning animations. He also dreams of working on a full line for a legal grow operation sometime in the near future.
“Once the rules shift here in the Netherlands, I’d love to do a whole line, like 10 different designs for strains or something. Packaging work is what I enjoy doing most, so to do that on a bigger scale and with legal growers would be a dream come true,” Cannabruv said.
With this latest Grove Bags collaboration, Cannabruv is set to once again capture the imagination of cannabis enthusiasts by infusing creativity, culture, and community in every detail. Keep an eye out for the release, and visit Cannabruv’s online store to explore more of his innovative work.
