Dark Igloo provide a bright, optimistic, and dreamy identity for psilocybin dispensary PLANT

Much like the evolution of cannabis brands over the 2010s, there is an emerging market looking to change the perception of psilocybin, known colloquially as ‘magic mushrooms.’ The naturally occurring psychedelic compound can be found in over 200 strains of fungi and is known to produce mild euphoric states. Thanks to optimistic research results in its treatment of depression, psilocybin is seeing an improved reputation, something that PLANT – an out-of-state psilocybin dispensary – were hoping to build upon. When PLANT approached Brooklyn-based design studio Dark Igloo to design their identity and packaging, all they provided was a name (Peace Love And Natural Things) and their product line-up of capsules, tinctures and chocolates. This gave the studio an open opportunity to let their instincts lead the way, and in turn, allow the resulting identity to embrace the evolving perception of ‘magic mushrooms’ as holistic medicine. The identity’s visual language sees a combination of a trustworthy, contemporary, and understated foundation with optical illusions, vibrant photography, and other touches that speak to the sensations one experiences on a psilocybin journey. The starting point of the logo can be found in the geometry of the Taj Mahal’s door frame – referencing the strain of mushroom used in the products as well as the idea of a ‘portal.’ As the illustration evolved, the logo was able to provide a second meaning, as it depicted a large mushroom. “Conceptually, the dual meaning felt like a bullseye: to show the mushrooms used in the products,” the studio explain, “as well as a path to brighter feelings and emotional honesty, in a single icon.”