Mushboom Brand

Challenge:
Despite being one of the most nutrient-dense and versatile vegetables, mushrooms were often overlooked in the fresh produce aisle. Costa, Australia’s leading horticultural company, saw an opportunity to change that. They wanted to elevate mushrooms from an everyday commodity to a hero product, one with a unique identity and clear appeal. Our challenge was to create a bold new brand strategy, identity, and personality that could shift perceptions and give mushrooms the attention they deserve.

Approach:
We partnered closely with Costa to define a compelling brand strategy that positioned mushrooms as a modern, healthy, and essential part of everyday eating. The first step was to develop a distinctive name and brand personality that could break through the clutter of the produce category. From there, we brought the heroic nature of the brand to life through a vibrant visual identity system, custom packaging, and engaging point-of-sale collateral. Every element was designed to celebrate the richness and versatility of mushrooms, creating a strong, cohesive presence in-store and beyond.

Outcome:
The new brand gave Costa a confident, standout platform to champion mushrooms in a fresh, compelling way. It shifted the conversation from overlooked to essential, helping shoppers see mushrooms not just as an ingredient, but as a hero of the plate. The visual system and tone of voice also gave retailers the tools they needed to activate the brand effectively at point of sale.