ALTERED STATES OF WELLBEING
The Altered States of Wellbeing was The Mighty Shed’s most ambitious foresight report, acting as a clear signal of the studio's shift from tobacco into the pleasure and wellbeing sector. The intent was to decode how wellness culture was evolving across food, cannabis, biohacking, and digital detox. There was a specific need to push past the tired health maintenance narrative to explore how altered states, whether chemical, physical, or digital, shape the way people seek balance, escape, and transformation.
The strategy combined cultural insight with forward looking analysis to give brands a foothold in the expanding wellbeing landscape. The focus was split into three distinct areas, happiness, energy, and connection, to provide a structured approach to a complex topic. By reframing wellness through these lenses, the report offered a provocative but actionable framework to tap into what is actually driving consumer behaviour.
Directed from start to finish, the work involved structuring research and leading the editorial vision for a 66 page publication. Close attention was paid to the integration of product examples, layout, and production to ensure complex cultural signals felt clear and compelling. The design wove together storytelling and research, making the final output usable as a research tool and a creative catalyst for innovation sprints and brand workshops.
The report has become a central tool in thought leadership initiatives and strategic workshops. By providing a flexible creative system, it allows brands to explore new territory beyond traditional data. This project demonstrated the power of bringing clarity and purpose to a range of outputs, helping international businesses navigate the modern age of the wellbeing industry.
