Strategically, the package redesign of PAX’s long-standing flagship devices is based on an overall move to shift the brand away from a tech-hardware positioning to a more lifestyle-oriented cannabis-flower brand.

Visually this means an overall more accessible and vibrant design language that is also reflected in the overall identity system of which these packages are the foundation. Given the innovative nature and quality of the devices, the MINI & PLUS line is set at a premium price point which translates into a more elegant expression (minimal, subtle typography, and carefully considered tone-on-tone colorways.)