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 empowering, welcoming, and authentic, 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, where one of Hyrba’s first locations will open. This gave us a rich foundation for developing a unique and dynamic brand.

We avoided cannabis clichés, opting instead for a thoughtful, community-driven design that symbolizes connection, growth, and movement. The abstract flower mark, inspired by San Francisco’s MUNI system, represents both the growth of a community and the movement of people through the city. This mark became the foundation of a larger design system, extending to graphics, patterns, and even a custom display typeface. A vibrant color palette, influenced by local icons like the Golden Gate Bridge and cannabis buds, enhances the brand's lively and inclusive personality. Community-centered photography not only strengthens this visual narrative but also brings Hyrba’s commitment to inclusion and representation to life, capturing the diverse voices that are integral to its mission.

Embodying the spirit of "Built by the Community, for the Community," we’re proud to be part of Hyrba’s journey in creating a space that is a true reflection of the community it serves.