Mush Love, LLC

Mush Love is a premium, gourmet and functional mushroom farm/lab based in Nashville, TN with some very unique processes that result in a higher quality product.  Namely, their patented “spore to spore” cultivation process and “vibrational technology” lead to less chances of contamination, higher nutritional value and more reliability as a distributor to groceries and restaurants.  In addition, their focus on quality includes choice cuttings, elevated presentation and specialized service to chefs and foodies.

We wanted to position the brand as a high-end retail product that would fetch a premium, while also incorporating down to earth, farm-to-table vibes for a trustworthy local feel.  Needless to say, high-end and farm-to-table don’t call for the same approach, so we started with some market research for the top local and national brands which you can view here and compared “high-end” and “farm-to-table” brands which you can view here.  Market research provides a lot of key insights into competitive brands, what they are doing great, or poorly and how we can differentiate their unique brand identity.  Comparing brands sets a laser focus on the target outcome visually versus creating preliminary drafts which has become a staple of my design process over time, saving tons of time.

After reviewing the market research and brand “compass”, we all agreed a general idea of the logo elements, as well as which vibe we were going to lean into – towards high-end, or farm to table.  We agreed on somewhere in the middle and I went to work on a first concept, which you can view here.  With a few refinements, we agreed on the final form and typefaces and launched the brand.