The brief: Develop branding for Xoco, a Chiapas-based psilocybin-infused chocolate. Tasks included creating a logo, packaging, and promotional materials, with emphasis on originality and authenticity, avoiding clichés. The challenge was to strike a balance between bold/modern and traditional. Incorporating elements of Mexican vibrancy without resorting to clichéd imagery was essential. The solution: A minimal logotype and logo mark, complemented by bold, modern, and vibrant packaging illustrations. I steered clear of clichés like mushrooms and cacao, opting instead for an unexpected design for a chocolate bar - the oddly coloured cactus and a character wearing cactus spikes trousers. This design choice aims to evoke curiosity while also showing the vibrancy and spirit of Mexico. The "cactus trousers" is also my metaphor for sensory awakening and vitality and the transformative journey experienced through microdosing psilocybin-infused chocolate