Dixie went through a rebrand in 2014, but with new cannabis regulations and label mandatories in place as of October 2016, they took the opportunity to go through a packaging overhaul. Dixie wanted something that was eye-catching, sophisticated and that communicated flavor above all. This new brand direction was built out across the majority of Dixie products including Elixirs, Mints, Chocolates and Dew Drops. A challenge with this ask was to maintain consistency through out the brand while creating separation between medical and recreational marijuana products. This was achieved with slight color variations and by including the cannabis symbol on medical products along with the medical THC warning.