Strategically, the package redesign of the 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.
The ERA line is accessible and fun - its design is bold, expressive, vibrant, and theme-based with the first theme being a ’Neon Ultra’ color story. The design focuses on a 'less is more' approach prioritizing sustainability over design complexities. An example of that is a universal tray that showcases the device on the package facade without using product photography which in return reduces printing and surface space.