BRAND IDENTITY DESIGN / BRAND EXPRESSION SYSTEM / PRODUCT PACKAGING DESIGN / WEBSITE UX AND UI DESIGN / MARKETING GUIDANCE
D2C medicinal mushroom branding case study of a startup based in India
Project background: Based out of Gwalior, Madhya Pradesh, Myco Forest is a gourmet and medicinal mushroom cultivation and distribution company with the objective of bringing the myriad of nutritional, medicinal, and philosophical benefits of this relatively unknown species to the people of this world. They currently grow high-quality Cordyceps Militaris mushrooms in a controlled atmosphere with a full vegan process that uses brown rice, glucose, vegetable proteins, vitamins, etc. The founder, Mr. Anurag Yadav, approached Suruchi Trivedi to help with the company’s branding. The brief was to design a health-boosting brand image that resonated with the medicinal mushroom’s nutritious supplements.
Brand identity design for impactful mushroom branding
Look and feel: Energetic, organic, natural, and professional.
The visual identity was designed to give the brand a sense of power, achieved through the bright orange tone. The overlapping mushrooms, each with distinct characteristics, create a visualization of the forest. Wave-like graphic elements symbolize energy flowing through blood vessels, DNA, and biology. The Mushroom Startup Branding was developed primarily to reflect that Myco Forest deals with a wide variety of mushroom species. As illustrated later in this D2C medicinal mushroom branding case study of a startup based in India, the branding also brings an energetic feel to the product packaging.
Logo exclusion zone for a defined look
The exclusion zone is the designed clear space that ensures that the logo has some breathing space around it. It is to ensure that the logo is always visually distinct. For both logo orientations, the exclusion zone was kept equal to the head height of the smallest mushroom (as depicted in the image). The exclusions generic rules were designed for third-party vendors and creative advertisement agencies. These do not apply to business collateral and product packaging designs.
Brand expression system for effective and cohesive medicinal mushroom branding
A crucial ingredient in a food brand, the below set of fonts was recommended to evoke the emotions of energy and good health and showcase the brand's best side, i.e., Top Quality Medicinal Mushrooms. As highlighted in this D2C medicinal mushroom branding case study of a startup based in India, the choice of text style was carefully selected to create a strong visual identity, making a lasting impact on the brand’s feel and connecting consumers to its very core.
The recommended brand color palette was chosen to communicate the desired energetic look and feel of the mushroom brand.
Minimum size
The minimum sizes were recommended to ensure that the brand’s visibility and legibility are never compromised.
80 px / 16 mm
165 px / 30 mm
Product packaging design for cohesive D2C medicinal mushroom branding
It is the design of the packaging that builds up the value of the product inside. We used design as a tool to increase the product’s value and enhance the brand’s image. Our packaging was crafted to outshine the competition, generate trust, and persuade shoppers to purchase the offerings. As highlighted in this D2C medicinal mushroom branding case study of a startup based in India, the unique wavy pattern was designed to visually represent and connect the high-energy feel with our products. The pattern also subconsciously relates to the veins and arteries in our body, reinforcing the idea that it will transform the body from within.
Brand website UX & UI design, complementing the strategic branding
A website is the backbone of any business’s online presence. With a design language that seamlessly aligns with the brand’s identity, we ensured that the website and e-commerce store carried forward the same energy and visual storytelling. Just as highlighted throughout this D2C medicinal mushroom branding case study of a startup based in India, the digital experience was crafted to enhance brand recognition, build trust, and drive conversions while maintaining a cohesive and immersive feel.
EXPLORE SOME OTHER LATEST WORK
Case studies of some other brands we’ve built.
Branding is at the core of everything we do. Every design, every detail, every decision — all purposefully crafted to strengthen the brand. Our outcome-focused solutions span research, strategy, creativity, engagement, and execution.
