The Mushroom Factory

Putting mushrooms to work in the motor city

Urban-farming pioneers, Deana Wojcik and Chris Carrier began growing mushrooms from their Detroit home in 2014. The Mushroom Factory is now Detroit’s leading mushroom wholesaler to many different businesses from markets to restaurants. Upon the opening of their commercial growing space, Deana and Chris wanted a whole brand makeover to represent the many different aims of the business, from their high tech growing operations to their farming education program.

This is a brand with a lot of personality. It’s cheeky, working class, fine cuisine, high tech and socially progressive all rolled into one. Elements of the brand are inspired by American rust belt manufacturing, 19th century naturalist drawings, and engineering schematics. While a lot of the imagery is historically influenced, the clean layouts and modern typography elevate the brand into the present.

“In addition to the impeccable quality of her designs, what’s outstanding about Margaret is the clear passion and joy she brings to her work. She is a true artist and delights in translating ideas into precise, beautiful imagery with the perfect blend of edge and humor. She really engages with the subject matter and does a deep dive into the content so she can fluently discuss it with the client. We’re a mushroom farm, which is pretty niche, but Margaret clearly had taken the time to educate herself about our crop and customer base. It was so easy to talk with her. She’s positive, efficient, and clearly committed to delivering quality. I can’t recommend her enough and am looking forward to working with her again.”

Deana Wojcik, Founder

PROJECTS

The Mushroom Factory

Brand Identity, Collateral

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