State economies, local growers, and stoners aren’t the only ones getting a boost from the recent legalization of marijuana in a handful of places across the U.S. Retail and design companies also seem to be hopping on board the “Mary Jane” train. As dispensaries have increasingly begun treating their products like delicacies that require a lot of background knowledge to sell and enjoy properly, they’ve also started to develop some classier commercial faces for their businesses. While all of this has been undertaken to distance society from the idea that smoking cannabis is a bad thing, it’s also created friendly and relaxed environments that first-time shoppers can quickly feel at ease in. Serra, a self-proclaimed “modern druggist” in Portland, Oregon, is one such place.
Located in the heart of Portland?s historic old town, Serra was specifically designed to have a strong link to the city’s cultural atmosphere and contribute to the resurgence of the surrounding area. Branding gurus OMGFCo were put in charge of crafting the company?s identity, taking a name from the Italian word for “greenhouse” and giving the dispensary a voice and character unlike any other. With taglines like ?Feel all the Feelings? and ?Quality Drugs,” Serra comes across as familiar, sensitive, and trustworthy. These qualities are similarly reflected by the shop’s physical design.

In the process of creating a physical space for Serr...