While every aspect of the cannabis industry has undergone major changes in the past five years, none have been more radical than those in retail packaging.Among the most noticeable shifts has been movement away from shades of green, marijuana leaf iconography, and Rastafarian motifs.

Other brands took notice. Companies began playing with size, shape, tactile experience, colors, and materials found in high-end mainstream retail packaging. Today, brands are spending big to hire heralded packaging and design firms and world-class consultants. They source materials from vintage tin companies and lavish paper mills. “Cannabis products are quickly becoming more mainstream, and experience shows high-end, luxury brands want to showcase their products with high-end packaging.”

Another major change is Chic yet sustainable packaging is en vogue—and in demand.

That cannabis packaging has taken on mature sophistication is no small feat considering the obstacles and stumbling blocks that stand in the way. Regulations vary by state and are subject to spur-of-the-moment revision in some jurisdictions. Among them are rules about font and iconography sizes and colors, warnings, and required “out-front” information. The challenges can be frustrating, but they also create an environment ripe for creativity. More and more brands are going the extra mile with details and printing techniques.

Freelance retail packaging creative Gordana Perić indicated the industry’s metamorphosis is far from complete. “I am impressed with the progress and how quickly it got to the point of having so many beautifully packaged products,” she said. “At this pace, I have no doubt we will be seeing even more impressive packaging in the near future with more illustrative and typographic designs.”