a quick note:
This award-winning identity is a conceptual project, born of curiosity and not client request.
As an advocate for change in the mental health industry and a passion for brands that give people something to feel, I took a “trip” into the not-so-distant future to develop a conceptual brand identity for a premium entheogenic* company.
While I these products are currently illegal in most areas of the US, studies have shown incredibly powerful therapeutic potential.
Please read on for more details about the intention and consideration!
*Psychoactive, hallucinogenic substances such as psilocybin or ayahuasca.
photo cred: Toa Heftiba
project background
Project question:
What could a premium brand in this future market look like? Who might it target?
As noted by The Guardian, mushroom-containing products are already available and "have become common, under-the-counter offerings in cannabis boutiques, smoke shops and corner bodegas" and they look like they are trying to attract children, with dangerous consequences.
A few examples found on the web:
Personas
The following personas were created using available research and some educated assumptions to ground the conceptual development:
persona one
Mid-life Mary
40-55 years old
high-income, successful, driven
never tried hallucinogens, but the legitimate research around it has her curious
at an emotional roadblock, but generally feels “ok”
persona two
Old Soul Sue
30-40 years old
has always been friends with people older than her
enjoys cannabis recreationally, but “most people wouldn’t know it”
suffers from some anxiety and wants a mental reset to reclaim her power
persona three
Aging Alex
brand personality
Like a wise, educated, and free-spirited uncle with luxurious taste.
mature
youthful
exclusive
universal
timid
bold
entertaining
informative
The name Elumi is based on the word "illuminate", aligning the brand with light & transformation.
Paired with a luxurious and warm typeface (The Seasons), the minimal brand mark evokes a sense of quality and refinement with subtle symbolic representation.
5 senses
mind's eye
mushroom
safety
The overall approach to the packaging is clean and classy with a luxurious texture that tastefully alludes to the product's visual-warping effects.
Conceptual flavors help further differentiate from the "bubble gum" approach of others.
Basil & Coconut
Fig & Almond
Pomegranate
Juniper Berry
Branding that elevates the experience.
Strong psychedelic experiences are typically rare and undertaken with significant intention, contrasting the more social use of alcohol or marijuana.
To enhance the ceremonial aspect, a premium package could include a bar of chocolate along with supportive, interactive materials designed to foster a profound, meaningful, and safe experience.
elevate mindful practices
find clarity within
balance emotions
expand awareness
rediscover identity
iconography to reinforce mindful consumption
Results
This conceptual work was entered into the 2025 Psychedelics Design Awards and won in the category of Visual Design & Branding!
I'm grateful to have received this recognition, and am grateful to be in the community of incredible movers & shakers that are on a journey to make the world a better place.
