Thanks to changing norms, new laws and the hard work of talented design and packaging agencies, marijuana is finally moving beyond pot leaves and Woodstock-era hippies and getting a much needed branding makeover.

“People are getting tired of the High Times, Cheech and Chong stereotypes, and ready to bring brands out with their own ethos and narrative,” says Zack Darling, co-founder of the The Hybrid Creative, a Santa Rosa cannabis creative agency. Headquartered in Santa Rosa, California, The Hybrid Creative—recently acquired by Kush Bottles—specializes in insightful brand storytelling, savvy market strategies and custom web applications for the cannabis industry. Darling, a self-proclaimed “brand therapist,” and his team are largely responsible for elevating cannabis packaging to appeal to today’s cannabis consumers. And just who is today’s cannabis consumer? The answer is everyone: moms, senior citizens, fitness enthusiasts, pet lovers and foodies.