A short YouTube clip in which Matthew Kelly explains his supplement brand’s bold, colorful branding (e.g., "rainbow dust", pink packaging) intended to stand out from standard muted wellness packaging. He situates mushrooms/psychedelics as a current trend, describes marketing feedback from Instagram, and says the company is currently a supplement business with a longer-term aspiration to become a psychedelics business.
Chapters
Like mushrooms on the whole are definitely, it's a trend right now. But psychedelics specifically, because a lot people get magic mushrooms, just mushrooms mixed up. I find that, you know, by spending loads of money on Instagram ads, all the comments we get are these magic mushrooms, blah, blah. Because the brand is intentionally indicative of something a bit naughty. Because it's pink packaging, it's called rainbow dust instead of mushroom coffee, which is super boring, by the way. And also just even if psychedelics never happens, I just see this being like a Huel on athletic greens and just like broadly as a wellness brand, supplement brand. Everything on the market is gray, black, brown, white packaging. So boring. Coffee, mushroom coffee, like collagen pills. I just wanted to do it completely different, turn on its head. It looks the opposite to everything else, although I'm sure there'll be a million and one copycats very soon. The packaging is beautiful, in my opinion. And yeah, this was really just me indulging my creative interest, but also combining it with a market that I think is very, very, very hot and it's coming and it's early, particularly in the uk. And also it's something with a longer term mission, which is like, I think important to be able to work on something long term. So I guess right now we're ultimately a supplement business, but long term, I really would like to think this can be a psychedelics business.
