YSS – A Canadian destination for retail cannabis. Taking its abbreviated name from the world of travel and utilizing a uniquely Canadian fact - every major airport in Canada has a three-letter designation starting with the letter Y. This helped us root a concept of discovery in our brand touch points and connect with consumers in a familiar manner. Borrowing recognizable cues from the world of travel we created a visual language, colour palette, signage, retail layout, and brand design that is rooted in exploration.