Brooklyn-based designer and art director with a love for understanding how culture shapes design (and vice versa).
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PAX DEVICE REFRESH (2022)
Art Direction, Packaging
Creative Direction: Marc Hohmann
Art Direction: Abby Lowenstein, Ned Hardy
Photography: Eric Helgas
Package redesign of PAX’s iconic vape device lineup to shift the brand away from its techy SFcore positioning to a more weedy, cannabis-forward lifestyle 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. Both executions for the PAX ERA and PAX PLUS & MINI lines focus on a 'less is more' approach prioritizing sustainability over design complexities: The MINI & PLUS sleeve is bespoke, and the rest of the package is a 'one size fits all' fully recyclable box construction. Similarly, the ERA package utilizes a universal tray that showcases the device on the package facade without using product photography which reduces surface space. All structures are custom engineered and designed to reflect complex cannabis regulatory mandates such as child proofing, legal language requirements, etc.
2023 Dieline Awards 2x Silver Medal Recipient
Art Direction: Abby Lowenstein, Ned Hardy
Photography: Eric Helgas
Package redesign of PAX’s iconic vape device lineup to shift the brand away from its techy SFcore positioning to a more weedy, cannabis-forward lifestyle 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. Both executions for the PAX ERA and PAX PLUS & MINI lines focus on a 'less is more' approach prioritizing sustainability over design complexities: The MINI & PLUS sleeve is bespoke, and the rest of the package is a 'one size fits all' fully recyclable box construction. Similarly, the ERA package utilizes a universal tray that showcases the device on the package facade without using product photography which reduces surface space. All structures are custom engineered and designed to reflect complex cannabis regulatory mandates such as child proofing, legal language requirements, etc.
2023 Dieline Awards 2x Silver Medal Recipient
