TxRoo is a smart and playful mushroom supplier, with a scientific bend. Through mycology research, TxRoo empowers others to create their own environment, treating the earth with respect and using the resources of mushrooms to help heal their bodies and our planet.
Finding a way to value the client’s background as PhD in Fungi, which was one of the brand’s main differentiators to be explored, while targeting health-conscious people looking for a natural and sustainable approach to their well-being, was a visual challenge – as science and sustainability have almost opposite visual attributes, semiologically.
Aiming to become a brand leader for mycology supplies and supplements in Australia, and leaving room to expand into consultative services in the future, required a logo that was both potent and straightforward.
Project_
Brand Identity & Label
Art Direction / Design_
Paola Papini
Client_
TxRoo, Australia
Year_
2022
To deepen our knowledge and immerse ourselves in the fungi universe, we did extensive research, all the way from the usual competitor analysis and mood-boarding, to watching the Netflix documentary ‘Fantastic Fungi’ and experimenting with mushroom culinary.
TxRoo logo is clean, smart and confident – a bold approach to science. It reinforces the brand's new attributes, conveying confidence and movement. It also offers the possibility of lateral expansion, an element that references the mycelium connection pattern.
Tx Roo
2022
TxRoo is a smart and playful mushroom supplier, with a scientific bend. Incorporating research and sustainability into one product can help heal our bodies and our planet.
