The psychedelic space has become flooded with brands that are either cold and clinical, or trippy and expected. There's a massive worldwide stigma around psychedelics that hails from a multi-decade propaganda movement by the US government and other governmental institutions throughout the world. These movements spread misinformation and hysteria, halting study and medicinal progress of these life-saving ancient medicines. Now, they can no longer keep these medicines secret. Studies are showing unfathomable results, incomparable to any modern medicine when applied to individuals with treatment-resistant depression, crippling anxiety, and even drug addiction. The stigma that has plagued these medicines for a century continues to do so today, keeping these medicines from millions of people in need. We set out to create an identity that builds credibility and educates, while staying true to the magical moments mushrooms can provide.