The psychedelics industry, though not fully established due to legality issues, is witnessing a surge of brands preparing for a potentially competitive landscape. At the core of any movement lies the mastery of communication and narrative construction. Branding surpasses mere logos; it embodies the visible tip of the iceberg or, metaphorically, the fruiting body of fungi. This keynote gives a high level overview of the prevailing trends within the psychedelic world, offering insights, a case study and some notes on branding's fundamental essence.