“Hiyo’s brand identity was largely inspired by elements of coastal California,” says Cygne Cooper, creative director at the recently-launched company, whose “better-than-alcohol alternative” is made in the region that serves as its muse. Hiyo, which stands for “happy in your own,” has a “color palette pulled straight from the Santa Monica sunset,” and ingredients lists that include all the nootropics and adaptogens that were once associated exclusively with the West Coast. The brand currently has three flavors: Peach Mango, Watermelon Lime, and Blackberry Lemon, each of which is packaged with a slice of sunset. Building a brand identity on a place only works if it’s somewhere that consumers are familiar with, and southern California has certainly had its fair share of cultural mythology. But the muted, minimalist take is a departure from the often representational look (palm trees, ocean waves, seagulls) of SoCal as an export. Sure, gradients are everywhere, but there’s something comforting about seeing them in a very literal context, evoking exactly what they’re meant to.