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A SENSORY PLAYGROUND.
A LUCID DREAM.
A QUIET REBELLION.
fluid identity
SHROOM CITY
/ 2025
CLIENT: Shroom City
INDUSTRY: Psychedelic Wellness & Lifestyle
PROJECT: Brand Identity | Packaging Design | Art Direction
THE CITY CODE.
We developed a complete brand identity and packaging system designed to move across different products, moods and experiences without losing recognition. From psychedelic mushrooms and microdose formulas to chocolates, gummies and DMT products, every touchpoint was built to feel distinctly Shroom City — sensory, surreal, intentional and a little unexpected.
The result is The City Code: a flexible visual language built around discovery, transformation and the idea that one brand can exist in many different states.
The result is The City Code: a flexible visual language built around discovery, transformation and the idea that one brand can exist in many different states.
CLIENT: Shroom City
INDUSTRY: Psychedelic Wellness & Lifestyle
PROJECT: Brand Identity | Packaging Design | Art Direction
WELCOME TO SHROOM CITY
THIS IS WHERE DESIGN MEETS DISCOVERY — WHERE THE VISUALS DON’T JUST LOOK GOOD, THEY FEEL RIGHT. ROOTED IN INTENTION. DIPPED IN SURREALISM.
ESTABLISHED IN HIGHER STATES
The result is The City Code: a flexible visual language built around discovery, transformation and the idea that one brand can exist in many different states.
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BRAND IDENTITY
PACKAGING
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ART DIRECTION
The system had to create consistency but also communicate diffferently for each product line.
ONE BRAND. DIFFERENT STATES.
Shroom City was expanding across products that served very different experiences — from functional microdosing to full-dose mushrooms, chocolates, gummies and DMT.
The challenge was creating enough distinction between those categories without making them feel like separate brands.
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Shroom City was expanding across products that served very different experiences — from functional microdosing to full-dose mushrooms, chocolates, gummies and DMT.
The challenge was creating enough distinction between those categories without making them feel like separate brands.
01 — CHALLENGE
DESIGN FOR THE EXPERIENCE.
The approach was to create recognition through shared brand codes, not repetition.
Rather than forcing every product into the same visual treatment, the identity was built around how each category needed to feel.
The microdose range leaned more structured and clinical, using colour to distinguish each state and custom Emotives to give those feelings personality, while still carrying the surreal energy of Shroom City. The full-dose mushroom line moved in a more immersive, psychedelic direction, while other categories were given room to develop their own tone.
02 — APPROACH
The microdose range leaned more structured and clinical, using colour to distinguish each state and custom Emotives to give those feelings personality, while still carrying the surreal energy of Shroom City. The full-dose mushroom line moved in a more immersive, psychedelic direction, while other categories were given room to develop their own tone.
Rather than forcing every product into the same visual treatment, the identity was built around how each category needed to feel.
A FLUID IDENTITY.
A core identity, colour language, typography, iconography and image direction created the foundation. From there, each product line could shift in tone — structured, surreal, playful, dark or psychedelic — while still feeling connected.
That thinking became a visual system that could move between very different expressions without losing Shroom City at the centre.
03 — SOLUTION
BUILT TO SHIFT THE MOOD
EACH EMOTIV REPRESENTS A STATE OF BEING — MAPPED TO THE MOODS TARGETED BY THE MICRODOSING COLLECTION. EVERY EMOTIVE CARRIES INTENTION. EVERY STATE HAS A FACE.. Designed for the everyday explorer — the mindful, the curious, the evolving.
Shroom City now has a clear visual framework that can grow alongside the product range. New launches don’t need a new identity each time. They can take on their own personality while drawing from an established system, making the overall brand more cohesive, recognizable and easier to expand.
04 — THE RESULTS