“Peek inside Serra’s southeast and downtown Portland cannabis dispensaries. The goal was to offer a cannabis experience that would set the bar for sophistication while remaining approachable, progressive and artful. We avoided obvious tropes, such as the color green and pot leaves, allowing the subtlety of the name Serra—Italian for ‘greenhouse’—tell the story. We used a deep, saturated blue to instill a sense of calm, cleanliness and serenity while also maintaining vitality, which was further explored in the retail environment through details like lush greenery and custom tile. Focusing on feelings, we established a language system to guide consumers to the right products for the desired effects, without intimidation.”