Why did the mushroom go to the party?
Because he's a fungi! 

— Louis Tomlinson

Mycela develops 100% circular materials with special properties for use in art, interior and architecture. Through the use of a living organism - namely fungus (mycelium) - various types of organic waste such as wood, textiles, cardboard and the like are transformed into a competitive, circular and 100% sustainable alternative to traditional materials with a high environmental footprint.

Category→ 
Bio-tech
Work→ 
Visual identity, webpage & art direction
Awards→ 
Art Directors Club
Client→ 
Mycela

Concept

The life cycle of the mycelium Mycela extracts became the cornerstone of the identity. From compost, to products, to compost again. In fact, the identity also composts itself through the use of color profiles and images. The simple idea allows for large and imaginative applications, and lives in the intersection of the natural and the scientific.

life-of-mushroom
[Fig. 1]
Life of mushroom
mushrooms_growth
[Fig. 2]
Mushroom growth revolution
Fungi
[Fig. 3]
Mycelium
composting
[Fig. 4]
From mushroom to a product
Inspo-composting
[Fig. 5]
Composting timelapse

Solution

With a product that is still open to definition and application, it was important that the identity did not limit the product, but rather inspired its use.

Although Mycela caters to a B2B market, they offer a product that must appeal both emotionally and rationally to be considered. Therefore, the identity takes the freedom to borrow from the design language of the products and services their target group deliver in, through the use of typography and composition. The visual directions are simple but effective, and allow their vision and the product to shine through. Filters and color profiles are also an economical and applicable measure for the small start-up to use in their communication.

Typography and colors

Display typeface RL-Unno with elegant organic details blends well with the mono typeface that is commonly used in plant specimens.

RL_Unno
[Fig. 1]
Fonts: RL-Unno by Regular Lines Type Foundry & Neue Haas Unica Pro by Monotype
Ballinger-mono
[Fig. 2]
Ballinger Mono
[Fig. 3]
Color palette
BC_Nature
Mycela_JulieHrncirova_Toyen-3138
Mycela_team
letterhead-mockup_5
Mushroom
catalogue_mockup_2_2

Illustration (as a visual playground)

The illustrations are bridging nature with science. By using a digital effect with Mycela color combinations, the illustrations become both, abstract and figurative with grainy feel.

Mycela-petridish-1
Mycela-poster
6_mycela_Cards
Modular layout system
composted_fungi_card
Website
Mycela-petridish-2