Hall of Flowers, the country’s premier cannabis tradeshow located just north of San Francisco, wrapped up its second-ever conference, with over 250 California brands showcasing their wares. The floors were buzzing with excitement, and probably some body highs, although samples didn’t get handed out, for better or worse.

Instead, what we saw was a representation of just how far cannabis has come culturally – celebrities, LinkedIn powerhouses (here’s looking at you Gary V), investment bankers, mommy bloggers, farmers, creatives and the stereotypical stoner all intermingling, collectively raising the conversation, and the bar, of cannabis.

The industry feels a lot like craft beer, with everyone churning out similar products and formats and yet it’s the stories told through design that separate the highlights from the lows, no pun intended.