Making mushrooms the center of attention

Helping a local business gain retailer buy-in through inspiring design that positions mushrooms as the star of the meal.

As a family-owned and operated farm that has been producing gourmet mushrooms for the Canadian wholesale market since 2005, Holburne decided to pivot their business to be more retail-focused. This required a new brand strategy, along with a brand identity and packaging design to help them stand out in the crowded produce section and add excitement to the category.

The new brand logo is playful and modern yet also pays homage to the original wordmark, while the packaging design is something totally new and exciting for the category.

Through the use of vibrant colours, playful illustrations and cookbook-worthy photography, the new designs create interest and appetite appeal for food adventurers that are looking to make any meal memorable. With the addition of engaging icons to help highlight key callouts for the products, the packaging ensures that consumers are both informed and inspired when making their purchase decision.

Looking to attract retail partners who would sell their products in-store, the first test for the new brand strategy and creative was in pitching the products to local and mass grocery chains. Founder Steven Rotiroti stated, “The feedback that I have gotten on the new branding for Holburne Mushroom Farms has been amazing. Everyone loves it – retailers in particular have been very receptive to the designs and are eager to stock it in their stores.”