Launching a psilocybin brand as the first in its category.

VCU Brandcenter Student Project
Blender, Revit
Eleni Alafoginis, Martin Rees
Experience Designer
Strategy, Branding, 3D Design


Psilocybin or magic mushrooms are naturally occurring and are consumed for their hallucinogenic effects.

They are psychedelic drugs, which means they can affect all the senses, altering a person's thinking, sense of time and emotions.

An increasing number of studies indicate that psychedelics and psychedelic-assisted psychotherapy have dramatic, often unparalleled positive impacts upon patients and their mental health conditions.

Smaller, milder doses of psychedelics like psilocybin, often referred to as a “microdose,” have been shown, at least anecdotally, to improve mood and alleviate symptoms of depression.

We predict that Psilocybin will be the next big “medical recreation” drug to hit the market.

In 10 years, it will be legalized and will follow a similar trajectory to CBD. There is already evidence of this happening as it has become decriminalized in some states.

For this project, we decided to "future-cast" and imagine a world in which psilocybin is fully legalized everywhere.


How do we launch and market a brand as the first in this category?


Introducing DOSENT

DOSENT is our brand of premium psilocybin chocolates. We are introducing this brand by focusing on the benefit of shifting your perspective for a better life experience rather than leaning into classic psychedelic tropes.


DOSENT is a portmanteau of "docent" and "dosing."

A docent is a person who acts as a guide, typically in a museum or art gallery. In a similar sense, psilocybin can guide you into a new mindset. Taking psilocybin is consumed through dosing, most often in small doses known as microdosing. DOSENT felt like an apt name as it combines the therapeutic effect of psilocybin with its method of consumption.

There are three flavors of chocolate. The packaging includes nine individually wrapped squares and dosing instructions. 


How do we encourage first-time psilocybin users to try DOSENT chocolates?

While we fully believe that psilocybin will become as prominent in culture as CBD, we realize there is a greater barrier to entry with psychedelics. There is greater misinformation, fear, and uncertainty. However, our research revealed that people would be more likely to try psilocybin if there was a place of safety to try it with licensed professionals present.

Introducing the DOSENT Experience Center (the DEC)

The DEC gives potential users the opportunity to try DOSENT chocolates in a controlled environment. Similar to the way a spa refreshes the body, the DEC refreshes the mind.

A curated experience

The entirety of the DEC is intended to enhance the psilocybin experience. Each floor of the center has a different purpose.

  1. Floor 1 is for orientation and includes the check-in area, a DOSENT merchandise store, and a cafe.
  2. Floor 2 is for activation and includes a meditation room and yoga studio.
  3. Floor 3 is for gathering and includes private and public sitting spaces.
  4. Floor 4 is for expanding your mind and includes rotating museum exhibitions.
  5. Floor 5 is for transcending the physical world through a rooftop garden.


Focusing on branding, nature, and light, the DEC immerses you in the world of DOSENT.

Users are able to spend hours in the center, moving through rooms as the psilocybin transforms the mind.


We were inspired by the Netflix docuseries How to Change Your Mind by Michael Pollan and interested in the fact that there is no current forerunner in the market for CBD. This led to some interesting questions about what a brand leader in this category could like and how you'd get in buy-in from the public.

For our color palette, we chose a vibrant chartreuse balanced by clean, earth tones and darker colors. We wanted to make a nod to psilocybin's history while also  straying away from typical psychedelic packaging and colors, emphasizing that DOSENT isn't a brand for hippies and drug users. It's a brand that everyone could benefit from, especially in an age of increasing stress.


I built out the whole building in an architectural software known as Revit and then brought it to life within Blender. The final product is a full 3D model of the building with half-furnished rooms. The interior space renders are furnished with found imagery and AI-generated artwork.

  • This was a really fun thought experiment envisioning what the rise of psilocybin in the marketplace will look like. While building for a future that hasn't happened yet presented its own challenges, it was an intriguing thought exercise.
  • I really enjoyed building the DEC and letting my imagination run wild on this branded space. It felt like a harmonic blending of my architectural past with my current branding studies.
  • Truthfully, I was a bit of a psilocybin skeptic to start on this project. I'm naturally rather skeptical of drugs so was more pulled along by my teammates. But I ended up being rather fascinated by the future of this drug. I'll be interested to see what further research and testing reveals. This was definitely a practice in diving deep into a subject I knew nothing about.


Eleni Alafoginis: art direction & packaging design
Martin Rees: copywriting

Thank you!