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Branding in the Psychedelic Landscape Report.pdf

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Alexandra Plesner
Alexandra Plesner

The psychedelics industry, though not fully established due to legality issues, is witnessing a surge of brands preparing for a potentially competitive landscape. At the core of any movement lies the mastery of communication and narrative construction. Branding surpasses mere logos; it embodies the visible tip of the iceberg or, metaphorically, the fruiting body of fungi. This keynote gives a high level overview of the prevailing trends within the psychedelic world, offering insights, a case study and some notes on branding's fundamental essence.

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PSYCHEDELIC SPACE BRANDING AND THE THE PROJECT EXISTS TO SHINE A LIGHT ON WHAT DESIGN CAN DO FOR PSYCHEDELICS AND WHAT PSYCHEDELICS CAN DO FOR DESIGN www.Psychedelics.Design COMMON VISUAL THEMES INSIGHTS INTO THE PSYCHEDELIC BRAND WORLD 04 02 01 05 03 INSIGHTS INTO BRANDING A PSYCHEDELIC STARTUP CASE STUDY VISUAL TRENDS IN THE PSYCHEDELICL SPACE
At the vanguard of every movement lies the art of communication and narrative crafting.
INSIGHTS INTO BRANDING
Icon and Wordmark symbols for a brand to be recognized Visual Representation elements for brand recognition Reputation perceptions, beliefs, and experiences Visual & Graphic Elements symbols, icons, wordmark, down to photography style, illustrations etc. Brand Design System roles that ensure brand consistency Brand Strategy plan based on research, data, etc for the development of a brand LOGO BRAND EXPERIENCE BRAND IDENTITY Brand
The Brand Identity Prism, conceived by marketing strategy professor Jean-Noel Kapferer in 1986, offers a visual framework to illustrate how a brand manifests through distinct facets. Kapferer identified six essential characteristics of brand identity, arranging them within a prism to demonstrate their interconnectedness and collective impact. Beyond mere visual elements like logos, a brand possesses distinct attributes that define its essence. Kapferer asserts that brands achieving seamless alignment and expression of these attributes are poised to cultivate a robust and unmistakable brand identity. The prism serves as a tool for brands to acknowledge these facets of their identity and integrate them cohesively to convey the brand's narrative. Brand Prism Original: Figma Community, @melvinlim
Future Psychedelic Brand Examples Original: Figma Community, @melvinlim
Try it out Original: Figma Community, @melvinlim
Context matters Visuals without brand context can indeed be interpreted as belonging to any brand. This is because visual elements such as colors, shapes, and imagery are not inherently tied to a specific brand unless they are accompanied by brand- specific context, such as logos, slogans, or other identifiable brand elements. Without this context, viewers may perceive visuals in various ways depending on their personal experiences, cultural background, and individual interpretations. As a result, it's essential for brands to ensure that their visual identity is consistently and clearly communicated across all touchpoints to avoid ambiguity and maintain brand recognition.
Branding in the Psychedelic Landscape Report.pdf
Branding in the Psychedelic Landscape Report.pdf
Branding in the Psychedelic Landscape Report.pdf
Branding in the Psychedelic Landscape Report.pdf
INSIGHTS INTO THE PSYCHEDELIC BRAND WORLD
CIRCLES BRAINS & HEADS GEOMETRY MUSHROOMS Common logo themes
Example: Media Brand Logos Graphic designers compare the colors of competitors when creating a logo for several reasons. Firstly, understanding the color landscape within a particular industry helps designers ensure that the client's logo stands out from competitors while still fitting in with industry norms. By analyzing competitor logos, designers can identify color trends, uncover common color associations within the industry, and strategically differentiate their client's brand through unique color choices. Additionally, considering competitor colors allows designers to avoid unintentional similarities that could lead to confusion or dilution of the client's brand identity. Ultimately, by incorporating insights from competitor color analysis, graphic designers can craft logos that effectively communicate the client's brand values, personality, and positioning within the market. Original: Alexandra Plesner
Media Brand Landing Pages Original: Alexandra Plesner
VISUAL TRENDS IN THE PSYCHEDELICL SPACE
Psychedelic Spotlight Psychedelic Assembly Psilocybin San Francisco AI visuals Designers’ Note: AI is novel, fun, fast, and cost-effective; plus it is currently regarded as a service rather than an entity with copyright protection for its creation.
Mycology Psychology Mindbloom Supermush Expressive illustrations Designers’ Note: A counter trend to AI, injecting life and personality into visual storytelling that at least looks human-created.
Triip Numinus reMind Nature realistic Designers’ Note: A notion to the fact that psychedelics help us reconnect with ourselves and nature.
Mindbloom Beckley Retreats Psychedelics Today Blurry sunrays Designers’ Note: Sunrays serve as a subtle nod to the occasionally breathtaking colors experienced during psychedelic journeys, while also honoring the beauty of nature.
Mojo Kinn Mindbloom California gradients Designers’ Note: Gradients abound, evoking the carefree, sun- kissed ambience of California beach life on blissful days.
Tripp Wavepaths Psychedelika Club Mystical gradients Designers’ Note: The color purple is generally associated with royalty and luxury but also with peace, mystery, and magic.
Nao Fungi Foundation and National Geographic Discovery Sessions Hyperreal collages Designers’ Note: A trend inspired by Bj?rk’s record “Fossora” in 2022, about “the circle of life as it relates to the mysterious properties of fungi”.
Sero Psychedelics.com Alice Modern retro Designers’ Note: The reduced retro 70s vibes distill the essence of the era into sleek, minimalist designs; a modern take on nostalgic aesthetics.
COMMON VISUAL THEMES
Common themes of a future psychedelic brand world NATURE MINIMALISM LUXURY APOTHECARY STYLE HYPERREAL HIGH END EARTH BOUND RETRO PLAY
Common themes of the cannabis brand world NATURE MINIMALISM LUXURY APOTHECARY STYLE HYPERREAL HIGH END EARTH BOUND RETRO PLAY
A PSYCHEDELIC STARTUP CASE STUDY
Micro view into Psilocybin San Francisco
Icon development Psilocybin San Francisco May 2022 July 2022 An older mushroom sharing knowledge with a younger one. Inspired by the exploration of psychedelic mushrooms, taboo in many societies, we thought to pay tribute to their profound impact on human consciousness. A 13th-century fresco at Plaincourault Abbey depicts Adam and Eve with a Tree of Knowledge resembling the Amanita muscaria mushroom. Terence McKenna suggested these substances influenced human brain evolution, while John M. Allegro controversially proposed the mushroom as the forbidden fruit. The bite. Adding 2 dots as a reference to the 2 founders and integrating ideas of “expansion and growth”. https://en.wikipedia.org/wiki/Forbidden_fruit#/ media/File:Plaincourault_fresco,_Garden_of_Ed en.jpg
Original: Figma Community, @melvinlim
May 2022 July 2022 November 2023 Conference visuals Psilocybin San Francisco April 2024
Vido credit: Lapse Film
Branding in the Psychedelic Landscape Report.pdf
THANK YOU THE PROJECT EXISTS TO SHINE A LIGHT ON WHAT DESIGN CAN DO FOR PSYCHEDELICS AND WHAT PSYCHEDELICS CAN DO FOR DESIGN www.Psychedelics.Design alex@psychedelics.design @psychedelicsdesign

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Branding in the Psychedelic Landscape Report.pdf

  • 1. PSYCHEDELIC SPACE BRANDING AND THE THE PROJECT EXISTS TO SHINE A LIGHT ON WHAT DESIGN CAN DO FOR PSYCHEDELICS AND WHAT PSYCHEDELICS CAN DO FOR DESIGN www.Psychedelics.Design COMMON VISUAL THEMES INSIGHTS INTO THE PSYCHEDELIC BRAND WORLD 04 02 01 05 03 INSIGHTS INTO BRANDING A PSYCHEDELIC STARTUP CASE STUDY VISUAL TRENDS IN THE PSYCHEDELICL SPACE
  • 2. At the vanguard of every movement lies the art of communication and narrative crafting.
  • 4. Icon and Wordmark symbols for a brand to be recognized Visual Representation elements for brand recognition Reputation perceptions, beliefs, and experiences Visual & Graphic Elements symbols, icons, wordmark, down to photography style, illustrations etc. Brand Design System roles that ensure brand consistency Brand Strategy plan based on research, data, etc for the development of a brand LOGO BRAND EXPERIENCE BRAND IDENTITY Brand
  • 5. The Brand Identity Prism, conceived by marketing strategy professor Jean-Noel Kapferer in 1986, offers a visual framework to illustrate how a brand manifests through distinct facets. Kapferer identified six essential characteristics of brand identity, arranging them within a prism to demonstrate their interconnectedness and collective impact. Beyond mere visual elements like logos, a brand possesses distinct attributes that define its essence. Kapferer asserts that brands achieving seamless alignment and expression of these attributes are poised to cultivate a robust and unmistakable brand identity. The prism serves as a tool for brands to acknowledge these facets of their identity and integrate them cohesively to convey the brand's narrative. Brand Prism Original: Figma Community, @melvinlim
  • 6. Future Psychedelic Brand Examples Original: Figma Community, @melvinlim
  • 7. Try it out Original: Figma Community, @melvinlim
  • 8. Context matters Visuals without brand context can indeed be interpreted as belonging to any brand. This is because visual elements such as colors, shapes, and imagery are not inherently tied to a specific brand unless they are accompanied by brand- specific context, such as logos, slogans, or other identifiable brand elements. Without this context, viewers may perceive visuals in various ways depending on their personal experiences, cultural background, and individual interpretations. As a result, it's essential for brands to ensure that their visual identity is consistently and clearly communicated across all touchpoints to avoid ambiguity and maintain brand recognition.
  • 14. CIRCLES BRAINS & HEADS GEOMETRY MUSHROOMS Common logo themes
  • 15. Example: Media Brand Logos Graphic designers compare the colors of competitors when creating a logo for several reasons. Firstly, understanding the color landscape within a particular industry helps designers ensure that the client's logo stands out from competitors while still fitting in with industry norms. By analyzing competitor logos, designers can identify color trends, uncover common color associations within the industry, and strategically differentiate their client's brand through unique color choices. Additionally, considering competitor colors allows designers to avoid unintentional similarities that could lead to confusion or dilution of the client's brand identity. Ultimately, by incorporating insights from competitor color analysis, graphic designers can craft logos that effectively communicate the client's brand values, personality, and positioning within the market. Original: Alexandra Plesner
  • 17. VISUAL TRENDS IN THE PSYCHEDELICL SPACE
  • 18. Psychedelic Spotlight Psychedelic Assembly Psilocybin San Francisco AI visuals Designers’ Note: AI is novel, fun, fast, and cost-effective; plus it is currently regarded as a service rather than an entity with copyright protection for its creation.
  • 19. Mycology Psychology Mindbloom Supermush Expressive illustrations Designers’ Note: A counter trend to AI, injecting life and personality into visual storytelling that at least looks human-created.
  • 20. Triip Numinus reMind Nature realistic Designers’ Note: A notion to the fact that psychedelics help us reconnect with ourselves and nature.
  • 21. Mindbloom Beckley Retreats Psychedelics Today Blurry sunrays Designers’ Note: Sunrays serve as a subtle nod to the occasionally breathtaking colors experienced during psychedelic journeys, while also honoring the beauty of nature.
  • 22. Mojo Kinn Mindbloom California gradients Designers’ Note: Gradients abound, evoking the carefree, sun- kissed ambience of California beach life on blissful days.
  • 23. Tripp Wavepaths Psychedelika Club Mystical gradients Designers’ Note: The color purple is generally associated with royalty and luxury but also with peace, mystery, and magic.
  • 24. Nao Fungi Foundation and National Geographic Discovery Sessions Hyperreal collages Designers’ Note: A trend inspired by Bj?rk’s record “Fossora” in 2022, about “the circle of life as it relates to the mysterious properties of fungi”.
  • 25. Sero Psychedelics.com Alice Modern retro Designers’ Note: The reduced retro 70s vibes distill the essence of the era into sleek, minimalist designs; a modern take on nostalgic aesthetics.
  • 27. Common themes of a future psychedelic brand world NATURE MINIMALISM LUXURY APOTHECARY STYLE HYPERREAL HIGH END EARTH BOUND RETRO PLAY
  • 28. Common themes of the cannabis brand world NATURE MINIMALISM LUXURY APOTHECARY STYLE HYPERREAL HIGH END EARTH BOUND RETRO PLAY
  • 30. Micro view into Psilocybin San Francisco
  • 31. Icon development Psilocybin San Francisco May 2022 July 2022 An older mushroom sharing knowledge with a younger one. Inspired by the exploration of psychedelic mushrooms, taboo in many societies, we thought to pay tribute to their profound impact on human consciousness. A 13th-century fresco at Plaincourault Abbey depicts Adam and Eve with a Tree of Knowledge resembling the Amanita muscaria mushroom. Terence McKenna suggested these substances influenced human brain evolution, while John M. Allegro controversially proposed the mushroom as the forbidden fruit. The bite. Adding 2 dots as a reference to the 2 founders and integrating ideas of “expansion and growth”. https://en.wikipedia.org/wiki/Forbidden_fruit#/ media/File:Plaincourault_fresco,_Garden_of_Ed en.jpg
  • 33. May 2022 July 2022 November 2023 Conference visuals Psilocybin San Francisco April 2024
  • 36. THANK YOU THE PROJECT EXISTS TO SHINE A LIGHT ON WHAT DESIGN CAN DO FOR PSYCHEDELICS AND WHAT PSYCHEDELICS CAN DO FOR DESIGN www.Psychedelics.Design alex@psychedelics.design @psychedelicsdesign