Dr Fungi | Edinburgh Zoo
Branding Layout + Print Design
Client: Edinburgh Napier University (2022)
Dr Fungi is an experiential trail at Edinburgh Zoo, aimed at giving medicinal mushrooms the recognition they deserve. Many perceive mushrooms as boring or dirty. If this continues, they are at risk of extinction. If the medicinal power fungi holds is appreciated mushrooms can be conserved and cared for.
The Design Process:
Research:
To create the visual identity for Dr. Fungi, I looked into the visual motifs for prescription packaging and mushrooms.
This allowed me to create a sophisticated style that removed the idea that mushrooms signified decay and death. Instead they came across as medicinal and important.
I used a spore printing technique and ink rolling to create an analogue logo for the brand. This preserved the natural persona that mushrooms have and kept the identity from feeling stark.
