Services

Campaign Direction, Packaging

PAX Plus & Mini

PAX Plus & PAX Mini simplified the dry herb category through restraint and intentional differentiation. The objective was clarity: make choice feel intuitive while preserving PAX’s authority as a design-led R&D brand. I led creative direction across packaging and launch imagery, defining two distinct expressions within a shared system. Mini was conceived as compact and effortless; an accessible entry point. Plus emphasized versatility and flavor for the more experienced stoner. Beloved PAX consumers drove the expression of the lifestyle photography, while product imagery remained precise and rooted in brand’s technical lineage. The launch clarified the category, strengthened shelf presence, and elevated dry herb to the same cultural and aesthetic standard as the broader brand’s portfolio.