Dixie is one of the oldest cannabis companies in the country, and its identity had been left alone for far too long. It was time to dive into the brand to rediscover what it was. Through countless focus groups and looking back at what made the brand great, a story started to emerge. Dixie was about creating delicious products and joy.

The company had also expanded into new markets with different rules when it came to packaging. Their fruit covered bags soon started to deviate more and more from one another as they tried to keep up with regulations.

One of the biggest challenges of this project was to take into consideration of all the markets’ rules in order to unify the packaging, and to create a design that hit on the brand’s newly established pillars. The outcome was a colorful and juicy design emphasized by a special finish on parts of the texture that you could see and feel.