Mushroom Forestry

We were asked to design the brand identity and the packaging for Mushroom Forestry, a company that cultivates high-quality organically-grown mushrooms from the Mornington Peninsula in Australia.
The company aims to become the premier supplier of the top restaurants of Melbourne and the Mornington Peninsula, as well as shops selling gourmet produce in the area. It needed a brand to transmit clearly and powerfully the attributes of its products: natural, contemporary and high-quality.
Australia is a country with very little culture of mushrooms. Everything to do with looking for mushrooms in the countryside and eating anything other than mass-produced mushrooms has always been related with psychedelic culture. Fortunately, this is changing due to the effervescence of fine cuisine and the mixing of cultures.
We very much took this context into account while designing. Like this we managed to put the different graphic ingredients together without slipping up on the right.
These mushrooms have tender, delicate-looking flesh and the undersides of some varieties form shapes of great visual power: the gills form ranges of mountains, meadows and landscapes. This is where the spores come from, essential to the reproduction. We fell in love and put these nuances into the design.
We used a traditional typography but with angular forms to denote modernity; a serif typeface with the contrast, depth and character necessary to go with a warm background and to boost the brand.
Since the presentation of the new logo, they have moved their production to a large farm where they can exponentially increase their production. In the last 6 months, the demand from haute cuisine restaurants in Melbourne has not stopped growing.