Our client sought a rebrand to position their at-home mushroom cultivation kit as a premium, research-backed product. The design challenge was to balance scientific credibility with a sense of wonder and exploration while consciously distancing from the psychedelic ’70s aesthetic commonly associated with psilocybin products. Instead, we aimed to highlight the product’s potential benefits for physical and mental wellness within the emerging psilocybin sector.

We established a minimalist aesthetic, evoking a sterile laboratory environment, while infusing the brand with a dynamic energy to reflect the living organism within. The core visual identity is anchored by a versatile “m” shape, inspired by the organic growth patterns of mycelium and spores. This elemental form evolves across different touchpoints, becoming a playful yet sophisticated symbol of the brand. The packaging is a cohesive system with distinct SKUs for each cultivation stage. The neutral yellow base provides a stark contrast to the vibrant activation colors—blue, coral red, and purple—clearly differentiating their roles in the process. The gradient-filled “m” shapes on each SKU create a sense of depth and movement, alluding to the transformative journey of psychedelic experiences and personal growth.

This versatile visual language extended seamlessly into marketing materials. The “m” shape became a foundational element, allowing for endless creative possibilities. By incorporating “m” words associated with the product’s benefits—mindfulness, manifest, magical—we developed a targeted marketing strategy that resonated with diverse consumer segments. This holistic approach transformed the brand into a compelling narrative of growth, discovery, and personal transformation.