Hazy Bear Herbery came to us as a referral through one of our architecture partners. The owners had a name, a location, and a logo drawn by an artist in the family, but all we had to work from was a single black-and-white JPEG that couldn't stretch to signage, packaging, or merch. The bigger challenge was the town itself. Locals in this corner of Minnesota lake country don't love change, so the brand had to feel like it had always been there while still catching the eye of summer vacationers. Even the name got some attention: we workshopped "Herbery," a word the owner coined, and landed on it as a subtle, small-town-friendly way to say dispensary.

We found the answer in retro Americana and the vintage National Park illustrations of the early 20th century, a style born from a love of the great outdoors. The new logo shows a black bear among the pines looking toward the sun, a nod to Minnesota's state flag, paired with a tall, thick serif wordmark that feels steady and rooted. A palette of forest green, butter yellow, warm orange, and earthy browns runs through brand patterns full of loons, lakes, and pine trees, made for everything from wallpaper to tissue paper. For the store, we created an interior design concept to match, with deep green accent walls, apothecary-style shelving, and the warm glow of Edison bulbs to bring the cabin feeling indoors. Business cards and collateral carried the look into customers' hands.