After years of chasing their dream of running their own farm, some friends of mine finally bought some property in west-central Alabama and set about bringing their ideas to fruition. They set up greenhouses and sawdust blocks, and began to cultivate unique varieties of mushroom. They came to me to help with the branding.
The idea was to present the underside of a mushroom placed above and behind some foothills so that the gills of the mushroom would mimic rays of a rising sun. I started with a detailed sketch of a mushroom, traced a simplified version, then scanned the images and set about turning them into something usable for a logo.
The clients wanted something eye catching, simple, and versatile as it would be used in a number of sizes and applications. We ultimately landed on a warm palette of green and yellow with a classic serifed font to tell the name of the business an the location of the farm.
As the business grew, my friends-turned-clients contacted me again to help them create some labels. Their mushrooms were being picked up by Whole Foods and they needed clear clamshell packaging in order to be transported safely and sold in set weights. We went with a title font for the labels that was a bit more playful to contrast the timeless serifs of the logo font.