halucin8

Most brands promise to keep you grounded. halucin8 offers the opposite: a few hours outside your own head, with the everyday left at the door. The name is hallucinate, one l lighter, its last syllable swapped for an 8. In software circles the word now describes a machine inventing facts; here it is used in its older sense, for an imagination let off the lead.

The concept images place it in three settings. The first is a design studio, bright and full of plants, where artists at screens and tablets work on swirling violet nebulae under the name glowing on the wall. The second is cannabis retail, where it is legal: a green pouch with a leaf printed beneath the wordmark, and a dark carton of smoking products held in one hand. A business in that trade sells to adults under strict rules, and the name has enough wit to work within them.

The third is a club. Two stairwells glow red, one climbing towards the name and one dropping past it into fog; on one wall it reads 'Welcome to in-between', and in a blue and violet room the lines go further: 'Reality is optional.' 'See wrong.' 'Welcome to the in-between.' The logo flickers like a bad signal, its letters split into cyan and magenta. In the alternative version the 8 lies down to become infinity, which is about how long a good night feels while it lasts.