PAX Rebrand

Eyeing an evolution from a tech company into a lifestyle-oriented cannabis brand, PAX Labs engaged Two for a full identity overhaul. Working closely with the internal team, we developed an accessible and vibrant visual language that speaks to the brand’s legacy of best-in-class hardware design while forging a joyful and flower-forward path into the future of cannabis. The project included a full website renovation, creative direction of product launch campaigns, and a 2x Dieline Award-winning redesign of the brand’s entire packaging suite.

Creative direction and packaging design for the global launch campaign of the iconic PAX ERA. Presenting three bold new colorways inspired by cannabis culture, Two developed a full set of stills and motion drawing on the eccentricities and diverse style cues of real-life consumers. The result: an impactful campaign that repositioned PAX as the leader in youth-driven cannabis culture.

___



Packaging system design for the MINI and PLUS line of iconic PAX devices. A more premium price point translates into a more elegant and sustainable expression. Bespoke sleeves with minimal, subtle typography and carefully considered tone-on-tone colorways envelop a one-size-fits-all, fully recyclable inner box. All structures are custom-engineered to reflect complex cannabis regulations including childproofing and legal requirements.

___



CrCreative direction and packaging design for the launch of PAX Live Rosin Gummies, the brand's first non-vaporizer product. We worked with renowned food stylists and still life photographers to develop custom fruit imagery that amplifies the flavor within each bag. A packaging system so bold and decadent you can taste the fruits just by looking at them. The launch campaign explored this intensity through ecstatic close-ups of real people tasting PAX gummies for the first time.

___


Credits

Creative Direction and Design: Two

Photography: Lindsay Ellary, James Emmerman, Eric Helgas, Ian Shiver

Styling: Jake Sammis, Ace Aroff

Set Design & Food Styling: Pearl Jones, Kelsey Windmiller

Glam: Jaime Diaz, Amy Galibut, Rachel Messick

Manicurist: Rachel Messick

Post: Zach Vitale, INK Retouch

Lifestyle Production: Caroline Hughes, Andre Shahjanian, Hyperion LA

Still Life Production: Amelia Katz, Marissa Gabrione, DMB Represents