A brand and subscription service from London-based design agency Layer, Keia is aimed at mainstreaming microdosing – the practice of taking small quantities of psychedelic formulations for therapeutic benefits. As discussed in The Brief, it’s an area already experiencing significant growth – the global psychedelic drugs industry is expected to be worth $6.4bn by 2029, up from $2.38bn in 2021 (Data Bridge Market Research, 2022).
Keia subscribers receive a monthly delivery of consumables, selected from a choice of three different products. Gelatine-based pastilles with a microdose of psilocybin can improve empathy and increase creativity; rice wafers with LSD can enhance focus and energy levels; and compressed loose-leaf tea blocks with ayahuasca can ease stress while increasing compassion and connection with others.
A holistic design approach sees the edibles arrive in compact, home-compostable packaging made from biomaterials that reference the ingredients within. The pastilles come in a wrapping made from hemp hurd and mycelium, the wafers are presented in a wheat straw packet, and the tea pucks are encased in a box created from compressed tea stems, coffee grounds and wheat bran. Additionally, the branding combines organic forms and a palette of muted woodland tones to evoke nature and mindfulness.
The concept taps into numerous key themes we’re tracking across industries, from mind-altering wellness in beauty and retail, to zero-waste packaging solutions and bio-centric design mentalities.
