About the Project
Earthly Delights Mushroom Co. (EDMC) is a local mushroom farmer, currently selling at local farmers markets. With big dreams, they'd like to grow their business beyond the limited sales volume of fresh produce. To develop grow the company, they needed a new professional brand identity to set the tone. With earthy vibes and a playful personality, they asked for something that screams Nature.
Goals:
→ Create a professional brand with a playful attitude.
→ Build on the brand personality centered on fungi, forests & fun!
My Role:
I was the creative director. I collaborated with the owners.
The logo was based on spore prints, a natural feature of all mushrooms! In the same way plants make seeds to reproduce, mushrooms create spores. These prints can be created by placing mushroom caps on a piece of paper and leave them overnight.
Educational content was essential for these mushrooms. Most people only know about common culinary mushrooms, like portabellos. These gourmet & medicinal varieties have a whole world of flavor & health benefits, just waiting to be explored. Educational cards give them a chance to further communicate the science-back details of each type.
Along with the visual elements, EDMC needed brand content. I collaborated with the owner to strategize & write creative messaging, including the Brand Values, Brand Story, social media content & more.
Because brown paper bags are the best way to store mushrooms in the fridge, this cost effective option was the best choice. A simple logo stamp created a cheap yet custom packaging. Not only does this method save money, it's also eco-friendly. These bags remain 100% recyclable & backyard compostable, without needing to remove printed labels. A win-win packaging solution!
The unique varieties available, like Lion's Mane, are unlike any store bought mushrooms. So the next thing customers ask is, "How the heck do I cook these things?" So, of course people need a bit of help & inspiration. We created recipe cards to hand out with mushroom purchases.
Brand merch is an easy sell! The circular logo translates well to any format. Natural & organic materials remain consistent with the brand values & aesthetic choices.
Custom icons help build the visual language of the brand. Product icons build on the style of the chose font, creating a clear but approachable vibe. The unique color palette is pulled from the mushroom varieties. The unconventional collection feels strangely cohesive as a natural family.
