Goodbye, plastic baggies: Snoop Dogg’s new line of marijuana products, Leafs by Snoop, looks like it’d be right at home amongst the artisanal chocolate bars at Whole Foods or the all-natural lotions at Kiehl’s. And that’s no surprise, considering that the packaging was created by the powerhouse design firm Pentagram.

The investment in design is about much more than pretty labels or distinctive branding. With four states’ legalization of recreational marijuana use, and medical marijuana now legal in 23 states, there’s an ever-increasing market for legal highs.

The key goal for companies like Pentagram is making products seem accessible and appealing to customers who defy the stoner mold. Cheryl Shuman, a consultant who’s known as the “Martha Stewart of Marijuana Branding,” told Fast Company that “women are the secret to this whole thing. I’m a mom in my 50s, and I try to make products that women want to buy.” She calls successful women who smoke “stiletto stoners.” [Read more at The Atlantic]