Nature’s Node has a deceptively simple mission: to nourish body and mind through the natural power of mushrooms. The company’s founders, Jessica and James, came to us to develop a Brand Strategy and Visual Identity to help them get there.
It feels like organizations that grow, sell, or process mushrooms are around every corner. While mushrooms are having their moment, we wanted to make sure Nature’s Node stands out in the crowd. Competitor research helped us narrow down a brand strategy that was uniquely theirs, emphasizing the scientific research behind their product while leaving space to appreciate the little bit of magic and beauty that comes from the fungi kingdom.
At the end of our process, Nature’s Node was equipped with a comprehensive Brand Strategy and Visual Identity, giving them all the tools they would need to launch their brand and marketing once they’re ready.
↳ Brand Strategy
↳ Visual Identity
The Nature’s Node logo is a customization of the typeface Thanatos from Herzberg Design Co. The sharp corners were rounded down to soft curves, leaving it feeling crisp and mellow with a solidness that conveys confidence. While their primary logo is all lowercase, their accompanying brand mark features two capital N’s stacked together with a node connecting them in the center, adding a touch of the psychedelic without going overboard
The brand typography for Nature’s Node uses VC Garamond Medium as its primary display font. This narrow editorial serif typeface was chosen to appeal to a design savvy audience while maintaining the sense of elegant calm the brand was designed around. It’s exciting and unique without being goofy or too trendy. Francesco is used as a secondary display font, a mushy edged font that evokes a sense of organic decay (in a good way). DM Sans is used for body copy, bringing a modern touch to the typographical palette and keeping things from getting too stuffy.
We created a color palette rooted in moody earthen tones with pops of vibrancy; like seeing a neon orange Chicken of the Woods in a brown and grey forest. Bright pinks, greens, and blues act as accent colors to the primary palette of cream, eggplant, and black.
Their brand is rounded out with two primary graphic assets styles that echo the idea that mushrooms are for everyone, and they can connect us all together. Spore prints (which anyone with paper and a mushroom can make) and twisting helix shapes (with a texture inspired by the mark of mushroom gills) remind us that fungi can be a part of a daily routine, benefiting us in more than just the kitchen.
