Business
Marijuana packaging rebrands can draw consumers, create cohesion, reflect values
A strong brand can give companies name recognition and longevity – a key consideration for marijuana companies as they expand into states with newly regulated markets.
Businesses undergo rebranding for myriad reasons, but getting it right is challenging, said Elizabeth Corbett, vice president of sales at AE Global, a Florida-based packaging solutions company that helps cannabis operators with rebranding.
Corbett said companies rebrand for four main reasons:
- They’re repositioning the brand to better reflect its spirit and identity.
- The brand has become stale and needs a refresh.
- The product has changed in terms of its ingredients, efficacy or characteristics.
- The company is addressing sustainability – either through the product itself or its packaging, which can significantly change the look and feel of a brand.
“As the cannabis industry becomes more mature, particularly in states such as California, the market has become saturated and very competitive,” Corbett said.
“Getting the right branding and packaging design is an absolute must in order to separate yourself from the crowd and drive revenue.”
MJBizMagazine spoke with companies that recently underwent a rebrand. Here’s what they had to say:
Change in Rhythm
San Francisco-based Rhythm launched a line of hemp-derived, CBD-infused beverages in August 2020.
The company originally offered its products exclusively online through direct-to-consumer sales but has since expanded to include more than 40 wholesale distribution points in five states.
The company’s original packaging was designed by one of its founders, who had a background in graphic design.
But after more than a year of sales and listening to customer feedback, the company determined it needed a new look that would give consumers product information in an easily digestible way, co-founder and CEO Ian Monat said.

The company worked with Voicebox Creative, a Bay Area branding and packaging-design agency, to refresh the identity and create a more memorable presentation.
Rhythm’s original packaging looked like a hard seltzer, giving consumers the impression that it contained alcohol rather than CBD.
Post-rebrand, Rhythm comes in brightly colored cans with the words “Sparkling Hemp Beverage” displayed at the top and the product’s intended purpose – Energy, Hydrate, Recover, Sleep – next to the brand name and flavor.
“We flipped the order of importance,” Monat said. “We pulled the fruit (image) off and promoted the functionality of the beverage.
“If all you see is a strawberry on the can, you don’t know about the magnesium or B vitamins.”
Rhythm also changed what it was calling the “effects” for three of its four beverages: Dream became Sleep, Awake became Energy and Sport became Hydrate. Iconography illustrates the products’ functionality: Sleep has a moon and stars; Hydrate has a runner and Energy is depicted by a lightning bolt.
Escaping an old look
Denver-based Escape Artists – a marijuana manufacturing company that offers pre-rolls, tinctures and topicals – revamped its image to ensure its products stand out as the brand expands into new markets.
For now, the company is focused on regulated Midwest and southwestern markets and has plans to expand to both coasts.
“As we get ready to expand into new markets, I’m excited to get our topicals on shelves all over the country,” Escape Artists CEO Alison Di Spaltro said.
When Escape Artists rebranded, it took the opportunity to improve the sustainability of its packaging while increasing its visibility on store shelves.

Packaging that was once black and white is now teal and gold. Elements are carried across Escape Artists’ product lines to give the brand a more cohesive look.
“It’s not bright and in your face, but it’s recognizable, even down to how we laid out the labels and the font,” Di Spaltro said.
“There’s a lot of required information (on regulated marijuana products). We think the layout and the way we presented it is easier to understand.”
In terms of sustainability, Escape Artists’ glass jars, plastic lids and pre-roll tubes are recyclable. The company also moved to a domestic producer for its exterior boxes, which are made of recyclable cardboard paper.
“The box is to protect the product,” Di Spaltro said. “It’s on bumpy vans (during transport), and jars bounce around and might brush off some of the content on the labels. We’ve done tests without boxes, and they often get banged up without a protective layer.”
Navigating the Canna River
Thousand Oaks, California-based Canna River’s rebrand took the image for its CBD products from earthy and rustic to vibrant and colorful – a move the company says helped boost sales by 134%.
When Canna River launched its earthy, industrial packaging in 2019, it exclusively offered hemp-derived products.
The rebrand coincides with Canna River’s introduction of six new collections that include delta-8 THC, delta-9 THC and hexahydrocannabinol (or HHC) products – another likely reason sales spiked.

“We found that the rustic look wasn’t truly speaking to a broad range of cannabinoid users,” said Amanda Wallace, the company’s chief marketing officer. “It felt very hippyish or industrial-rustic.”
Wallace said the pop art-inspired packaging targets a broader audience with its cheery, bright aesthetic. “Cannabinoids are supposed to be happy,” she added.
Although the language on the packaging hasn’t changed, the design is more focused on showcasing the strength of Canna River’s products by increasing the font size for how much of each cannabinoid is used.
“Our competitors’ products are half the strength and double the money,” Wallace said, adding that Canna River’s products are all priced at less than $100.
Cannabis for women
Miss Grass wants to be the brand that women turn to when they’re looking for quality cannabis.
So, when the Venice, California-based company rebranded earlier this year, it looked for ways to break marijuana’s traditional stoner image.
“A lot of these masculine brands have really dark colors, psychedelic graphics and language catered to male stoner bros,” said Priyanka Pulijal, the company’s creative lead.
“It really perpetuates the stigma around weed being something that is used as a drug to escape reality, rather than that more conscious relationship to the plant.”
With a woman-centric audience in mind, Miss Grass looked at its neon “party” packaging and determined it needed a change to better reflect the more mature female consumer.

“Women are the fastest-growing consumer segment in this industry and the most underserved,” Pulijal said.
“We’re striving to offer something that taps into this femininity and breaks the traditional stoner trope. This is an opportunity to own what feminine energy looks like to us through packaging colors and expressions.”
Color was key to bringing the idea to life.
The goal for Miss Grass’ new color-coded packaging is to reflect what’s in the jars, tubes and boxes as well as the effect the product will have on the consumer.
For example, the company’s sativa-dominant Fast Times strain comes in blood orange packaging, the thinking being that both the effect and the color elicit feelings of brightness and physicality.
In contrast, the company’s indica-dominant Quiet Times strain is in sapphire blue to give a sense of calm, sensuality and bliss.
“If you focus on an intention with packaging for a greater purpose, it can help debunk the stoner-bro culture and tap into what your audience wants,” Pulijal said.
“It really makes a difference to … be intentional and conscious and set ourselves apart in a male-dominated industry.”
Source: https://mjbizdaily.com/why-these-cannabis-companies-rebranded-their-packaging/
Business
Alleged Crores Pharma Scam Mastermind Arrested from Surat
After evading law enforcement for nearly 13 years, an accused linked to a large-scale pharmaceutical fraud case has been arrested by Delhi Police from Surat, Gujarat. The suspect is alleged to have orchestrated a series of financial scams involving fake identities, forged documents, and dishonoured cheques used to procure high-value pharmaceutical raw materials.
Authorities say the accused, identified as Himmat Singh Lodha, is believed to have defrauded multiple pharmaceutical companies in Delhi of goods worth approximately ₹98 lakh before disappearing and remaining underground for years.
Fake Business Deals and Dishonoured Cheques Used in Fraud
Investigators claim the accused posed as a legitimate pharmaceutical trader and placed bulk orders for expensive drug ingredients, offering post-dated cheques as payment security.
In one documented case from 2013, he allegedly obtained around 550 kilograms of Gliclazide, a diabetes-related pharmaceutical ingredient, valued at over ₹26 lakh. When suppliers attempted to encash the cheques, they were reportedly returned with the remark “account closed.”
Following the transaction, the accused allegedly vacated his office and rented residence and disappeared without settling payments. He was later declared a proclaimed offender in 2016 after repeatedly failing to appear before court proceedings. Authorities had also issued a reward for information leading to his arrest.
Multiple Identities and Repeated Fraud Pattern
Police investigations further link the accused to another cheating case dating back to 2012, where he allegedly used a fake identity, “Kailash Jain,” to obtain a large consignment of Ambroxol HCL, a pharmaceutical compound used in cough medications. The value of that consignment was estimated at around ₹72 lakh.
Officials believe the accused followed a consistent modus operandi—posing as a credible businessman, securing high-value goods on deferred payment terms, and then disappearing after delivery while shutting down business operations.
Investigators suspect that forged business records, fake company credentials, and fabricated financial histories were used to build trust with suppliers and gain access to expensive raw materials.
Multi-State Surveillance Leads to Arrest in Surat
A special Crime Branch team tracked the accused through coordinated surveillance efforts across multiple cities, including Mumbai, Ahmedabad, and Surat. After nearly a month of technical monitoring and intelligence gathering, officials located and arrested him from a residential area in Surat.
Authorities also revealed that the accused had been involved in property-related activities while staying under the radar to avoid detection.
Growing Threat of Corporate Identity Fraud
The case highlights a rising trend of organised financial fraud targeting industries that rely heavily on trust-based transactions and deferred payments. Experts note that criminals increasingly exploit gaps in corporate verification systems by using fake GST registrations, temporary offices, and forged documentation to appear legitimate.
Cybercrime and financial fraud specialists warn that such schemes are becoming more complex with the widespread availability of digital business tools, making it easier to create convincing but fraudulent corporate identities.
Experts Urge Stronger Due Diligence in High-Value Transactions
Experts, including former IPS officer and cybercrime specialist Prof. Triveni Singh, emphasize the need for stricter verification procedures in commercial dealings. He noted that relying solely on paperwork or digital business profiles can expose companies to significant financial risk.
Authorities and industry experts recommend physical verification of business operations, bank account validation, and detailed background checks before engaging in high-value or deferred-payment transactions—particularly in sectors like pharmaceuticals, where single consignments can involve transactions worth crores.
Business
EU Pressure Builds on Google as Regulators Face Calls for Massive Fine Over Search Practices
A growing coalition of European industry groups is intensifying pressure on regulators to take decisive action against Google over allegations of unfair search practices that could reshape competition rules across the region’s digital economy.
Investigation Under Digital Markets Act Gains Momentum
The case is being examined by the European Commission under the European Union’s landmark Digital Markets Act (DMA), introduced to curb the dominance of major technology platforms and ensure fair competition.
Launched in March 2024, the investigation focuses on whether Google has been prioritising its own services in search results, potentially disadvantaging rival businesses that rely on online visibility to reach customers.
Industry Groups Demand Swift Action
Several prominent European organizations have jointly urged regulators to conclude the probe without further delay. They argue that prolonged investigations allow alleged anti-competitive practices to continue, putting European companies—especially startups—at a disadvantage.
Signatories include the European Publishers Council, the European Magazine Media Association, the European Tech Alliance, and EU Travel Tech.
In a joint statement, these groups warned that delays in enforcement are affecting innovation, profitability, and growth prospects for regional businesses competing in digital markets.
Google Denies Allegations
Google has rejected claims of bias, stating that its search algorithms are designed to deliver the most relevant and useful results to users. The company has also proposed adjustments to address regulatory concerns.
However, critics argue that these changes are insufficient and fail to address the core issue of market dominance.
Potential Billion-Euro Penalties
If found in violation of the DMA, Google could face significant financial penalties. Under EU rules, fines can reach a substantial percentage of a company’s global turnover, potentially amounting to billions of euros.
Regulators may also impose corrective measures requiring changes to business practices, which could have long-term implications for how digital platforms operate in Europe.
Wider Implications for Big Tech
The case highlights ongoing tensions between European regulators and major U.S. technology firms. In recent years, the EU has taken a more aggressive stance in enforcing competition laws, aiming to create a level playing field for local businesses.
A final ruling against Google could set a major precedent, influencing future enforcement actions and shaping the regulatory landscape for global tech companies operating within Europe.
As scrutiny intensifies, the outcome of the investigation is expected to play a critical role in defining the future of digital competition across the European Union.
AI & Technology
Amazon Faces Potential Criminal Trial in Italy Over €1.2 Billion Tax Evasion Allegations
Milan: U.S. tech giant Amazon is facing the prospect of a major legal showdown in Italy, after prosecutors in Milan formally requested a court to move forward with criminal proceedings over alleged tax evasion totaling approximately ₹12,500 crore (€1.2 billion).
The case targets Amazon’s European division along with four senior executives, marking one of the most significant tax-related investigations involving a global e-commerce platform in Europe.
Trial Push Despite Multi-Million Euro Settlement
The move comes even after Amazon reached a financial settlement with Italian tax authorities in December, agreeing to pay around ₹5,500 crore (€527 million), including interest, to resolve part of the dispute.
Typically, such settlements lead to the closure of criminal investigations. However, Milan prosecutors have opted to proceed, signaling a tougher stance on alleged corporate tax violations.
A preliminary hearing is expected in the coming months, where a judge will decide whether to formally indict the company and its executives or dismiss the case.
Allegations of VAT Evasion Through Marketplace Sellers
At the center of the investigation are claims that Amazon’s platform enabled non-European Union sellers to avoid paying value-added tax (VAT) on goods sold to Italian consumers between 2019 and 2021.
Prosecutors allege that the company’s marketplace structure allowed thousands of foreign vendors—many reportedly based in China—to operate without fully disclosing their identities or tax obligations. This, authorities argue, led to substantial VAT losses for the Italian government.
Under Italian law, online platforms facilitating sales can be held partially liable if third-party sellers fail to comply with tax requirements, a key point in the prosecution’s case.
Italian Government Named as Affected Party
In their filing, prosecutors identified Italy’s Economy Ministry as the injured party, citing significant financial damage resulting from the alleged tax evasion.
Legal experts say the outcome of the case could have wide-ranging implications across the European Union, where VAT systems are harmonized and similar compliance rules apply to digital marketplaces.
Multiple Investigations Add to Pressure
The VAT probe is just one of several legal challenges facing Amazon in Italy. The European Public Prosecutor’s Office is reportedly examining additional tax-related issues covering more recent years.
Meanwhile, Milan authorities are pursuing separate investigations into alleged customs fraud linked to imports from China and whether Amazon maintained an undeclared “permanent establishment” in Italy—potentially exposing it to higher tax liabilities.
In a separate regulatory action, Italy’s data protection authority recently ordered an Amazon unit to stop using personal data from over 1,800 employees at a warehouse near Rome.
Amazon Denies Allegations
Amazon has consistently denied wrongdoing and indicated it will strongly contest the allegations in court if the case proceeds. The company has also warned that prolonged legal uncertainty could impact investor confidence and Italy’s appeal as a destination for international business.
Broader Impact on Europe’s Digital Economy
If the case moves to trial, it could become a landmark moment for the regulation of global e-commerce platforms in Europe. Governments across the region are increasingly scrutinizing how digital marketplaces handle tax compliance, especially in cross-border transactions.
With online retail continuing to expand, regulators are under mounting pressure to ensure that multinational platforms and third-party sellers adhere to the same tax rules as traditional businesses.
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