Mushrooms are having a moment.

From food to fashion, sustainable materials, and to medicine, this miracle organism has never been more popular, and the global market for mushrooms is expected to reach US$77.72 Bn by 2026. Why? Because they’re sustainable, full of nutrients and have healing therapeutic properties that expand the mind.

The healing power of this wonder organism is one of its most exciting capabilities. As noted in an article in the Guardian “it can help people see their lives more clearly”.

Because of this, many people are turning to one type of medicinal mushroom – scientifically known as psilocybin – as a holistic alternative to traditional pharmaceuticals when looking to enhance their lives with greater focus, or treat the acute effects of depression and PTSD.

Keeping pace with this shift, Pigeon had the opportunity to create the brand strategy, name, identity and communications plan for a revolutionary new psilocybin brand – Psirenity. Psirenity creates The Science of Peace of Mind, offering innovative, effective and accessible psilocybin treatments created by scientific minds, backed by scientific research. The company is focused on the healing power of psilocybin, and offers a way back to relief and vivid self-awakening.

The name Psirenity suggests a causal combination between psilocybin and serenity. It tells the story of psilocybin resulting in tranquil peace of mind. The signature icon and vivid colour palette allow the brand to have a distinct and impactful presence in the digital world. It is break-through in the competitive landscape that is saturated with cold, medicinal brands that are lacking personality and emotional connection. The brand icon can live in isolation on other touch points, and provides a tribal quality that can be used as a beacon to unite brand loyalists.