HYRBA

Introducing San Francisco’s First Cannabis Equity Marketplace

Hyrba, San Francisco's first Cannabis Equity Marketplace, is an innovative cannabis shop and consumption lounge committed to elevating the voices of underrepresented communities. The challenge was to create a brand identity that felt fresh, bold, and welcoming, while also communicating Hyrba’s values of equity, diversity, inclusion, and sustainability.

Our process began with community engagement to ensure Hyrba’s brand resonated with its target audience. Through remote workshops, we gained insights into customer preferences, competitors, and Hyrba’s differentiators, which shaped the direction of the visual and verbal identity. We drew inspiration from places where people gather—neighborhood hubs like grocery stores, taquerias, and farmers’ markets, as well as the Mission District's vibrant Latino culture. This gave us a rich foundation for developing a unique and dynamic brand.

We avoided cannabis clichés, opting instead for a sophisticated, community-driven design that symbolizes connection, growth, and movement. The abstract flower mark represents both the growth of a community and the movement of people through the city, inspired by San Francisco’s MUNI system. A vibrant color palette, influenced by local icons like the Golden Gate Bridge and cannabis buds, enhances the brand's lively and inclusive personality.

To further support the identity, we created a custom display typeface inspired by the logo itself, reinforcing the brand's unique visual language and connection to its core values.

Embodying the spirit of "Built by the Community, for the Community," we’re excited to be part of Hyrba’s journey in creating a space that’s not only inclusive but also a true reflection of the community it serves.