Mothlight Farms Mushroom Co.

brand identity

Mothlight Farms Mushroom Co. is a concept for a modern, employee-owned mushroom company. Its mission is to bring sustainable farming practices straight to the consumer. With mycology growing in popularity, a complete branding identity places Mothlight Farms at the forefront of their growing industry, and captures their forward-thinking and dynamic approach to growing a crop thousands of years old.

After sketching out options for a symbol, I formed a distinct logo that, though simple, evokes a cozy, retro feel. The logo is scalable, lending itself to a highly dynamic and flexible design system.

Mushrooms have been undergoing a renaissance in the past few years, and consumer interest has been increasing steadily. The versatile nature of mycelium has made it a potential replacement for animal leather, styrofoam packaging, and even burial practices such as cremation. However, with the practice of mycology increasingly moving to online retail spaces, it is clear that there is a need for a more vibrant and consumer-friendly buying option.

The visual identity allows for a creative re-imagining of the traditional “organic” aesthetic. Instead of light greens, leaves and sans serif fonts, I wanted to go a different path, while still remaining fresh and clean. The recurrent moth motif pays homage to the popular conception that mushrooms only grow in the dark. The other icons in the set are simple but have a hand-drawn element to them that offsets the clean lines elsewhere.