"The Golden Hat" is a small brand based in California. They sell organic mushroom kits online that grow in 10 days.

When the client contacted me he was looking for a fun visual identity that would appeal to a young public. He also wanted to include art or illustration in his brand.

When designing the logo I was inspired by the colors of the mushrooms and their organic shapes. I chose a serif font that looks very “botanical” and fluid.

The gradient and the color palette are also inspired from the mushrooms and bright colors of nature. The logo can be used with or without the gradient, depending on the application.


+ Background research and branding questionnaire

+ Market research and benchmarking

+ Defining the brand core, storytelling, and brand archetype

+ Primary logo, secondary logo, and submark

+ Packaging design

+ Stationary

+ Brand guidelines