Mushrooms are having a moment, from functional to nootropics to the not so legal but very beneficial. The research is in and it keeps on coming. We were asked to create a brand strategy and ID that helped curious people become comfortable with this ancient yet new plant medicine. We devised a design system that is rooted in the powerful qualities of mushrooms and their abilities to turn up the color of everyday life. By subtly hinting at the increasing amount of active ingredients within each product, the rising sun/mushroom stamp layered upon an abstract mountain range filled with the gills of the mushroom creates a grounded yet magical feel, reminiscent of the experience of taking Muse.