Concept & Creative Direction

Creative insight

Most visual languages within the psychedelic space rely on symbolic clichés such as mandalas, saturated colours and abstract spirituality.
The creative challenge was to represent psychedelics through process and observation, rather than symbolism.

The scientific study of psychedelics often begins at a microscopic level, observing how substances interact, dissolve and transform at a molecular scale. This idea of transformation through interaction became the conceptual starting point of the identity.

Storytelling

The observation of chemical reactions under a microscope inspired the visual direction. Instead of using literal scientific imagery, this microscopic movement was translated into a more ancient, tactile and human medium: watercolour.

Watercolour allows pigment to spread, merge and transform organically through water and paper. The behaviour of the ink mirrors the dynamics seen at a molecular level, while maintaining a physical, grounded and ancestral quality.

This choice created a bridge between science and ancestral wisdom: a visible process of transformation that is both observable and deeply material.