To get a clear picture of the road ahead, I was tasked with important market research and in this research, I uncovered a huge challenge they would have to face.
The vast majority of locals living in the region where this offering was permitted to sell had a negative stigma against the category of product.
While the Netherlands is well known for being the first country in the world to legalize psychedelics, it turned out that less than 5% of the local population were choosing to purchase these psychedelic offerings in Smart Shops. The vast majority of sales in Smart Shops were coming from tourists.
Given this knowledge, I was tasked with the challenge of developing a brand that would reverse the negative stigma associated with psychedelics, and effectively convert non-believers into believers. We needed to educate the local population about the benefits of microdosing and introduce a new positive perspective on their healing potential.
Choosing a brand name required a deep dive into the who, what, where, when, and most importantly the WHY of the brand. We settled on “nycer” an identity that implied an improvement in quality of life for all who partake. We fell in love with the domain extension “www.nycer.world” and used that name to further introduce the implied impact of the product offering. Who wouldn’t want their world to be, even just a little bit, nycer?
Bold and easily identifiable. Classy and clean. Friendly and modern. The nycer logo is a delicate balance between fun and sophisticated. It lives at an intersection of playful, avant-garde, kind, and inviting. It is the perfect introduction to a breakthrough line of psilocybin based microdose offerings targeted at a sophisticated mainstream audience who could be easily turned off by overly psychedelic branding.
