Halcyon The Halcyon project explores the ethics of branding through metaphoric associations, using fairy tales as a focal point. Utilising “branding is a drug” as a metaphor, Halcyon is a visual representation of the impact of brands that we have all succumbed to; the bombardment of messages, and how it can affect our cognitive and social ideals with the narratives brands target consumers with. The emotions are represented by capsules of placebo as a symbol for the ‘sugar-coated’ emotions brands provide. The medication for each symptom related to brand addiction is symbolised by different typographic and package opening techniques and unconventional drug-related packaging. The product is also supplemented by an app which allows users to set reminders to use the product when one is too close to being targeted by brand messaging based on location data.