af Smart • illustrationer/fotos Smart Illegal 14

Artisanal Cocaine. GMO-Free LSD. What if Drugs Were Marketed Like Alcohol?

Alcohol can be addictive, drugs can be addictive. Alcohol can harm your health, drugs can harm your health. Tons of people drink alcohol, tons of people use drugs. But alcohol isn’t stigmatised — while drugs very much are. What if drugs were marketed with the same allure as alcohol? The same millennial-friendly buzzwords, clean design and subtle signals of cultural clout alcohol branding exudes around us every day? How would that change our perception of drugs, or alcohol, or both? We got graphic designer Smart to envision what that would look like.