Functional food & snacks · International

Wellness that doesn't take itself seriously.

Troop is a mushroom snack brand in a category full of clinical, beige, wellness-elitist packaging. We built an identity that behaves like the opposite of that — and documented it so the team can run it without us.

Brand Strategy
Visual Identity
Design System

63 pages

of brand documentation

Reported by the client

Brand Strategy

Lead discipline

International

Market

Project detail

The client

Troop Mushrooms — functional food & snacks, International.

The challenge

Where they started.

Functional mushrooms sell on science, and most of the category looks like it. The brief was to make a snack brand a real person would pick up — bold, playful and smart, without tipping into novelty and without pretending the product is medicine.

The opportunity

Every competitor was speaking to the optimiser: the person tracking their own sleep. Nobody was speaking to the far larger group who just want to feel better and would rather not be lectured about it.

The strategy

Belonging rather than optimisation — wellness as a shared quest instead of a solo grind. “Your Quest. Your Troop.” became the decision every visual choice is built out of, which is what makes the identity cohere rather than merely coordinate.

What we built

Logo system
A primary wordmark with mushroom caps set into the O's, plus a badge, a favicon and a full set of approved colourways for formal and informal use.
Colour
Troop Violet as the anchor, with Rally Red, Hi-Volt Yellow, Glow Lilac, Sporeshell and Midnight Cap — a palette that can go premium or go loud without breaking.
Typography
New Zen for headings, League Spartan for body, 57 Futura and Carrotflower as accents — with a 1.6 sizing ratio so anyone can scale a layout correctly without asking.
Pattern & illustration
A repeating cap pattern for packaging and merchandise, and six illustrated mushroom characters with distinct personalities to carry the brand's humour.
Brand book
Sixty-three pages covering clearspace, incorrect usage, hierarchy, social guidelines and application — written for the people who'll actually use it.

Execution

The system was applied across packaging, social content, merchandise and signage, with the character set carrying the brand's voice in formats where the wordmark alone couldn't.

Primary wordmark and tagline lockup

Clear space, set from the logo's own T at 60% — so the mark is never crowded

Type hierarchy: a 1.6 ratio from headline to subheading to body

The Troop — six illustrated characters, each with its own personality

Packaging and campaign work built on the system

The Troop pattern, for packaging, textiles and merchandise

The result

What changed.

As reported by the client.

Troop has a complete visual system and the documentation to apply it consistently.

The test we set for this kind of work is whether the client's team can produce a new asset on-brand without a designer in the loop. The character set, the pattern and the sizing rule exist so the answer is yes.

These are the results of this project. Every business, market and starting position is different, so we don't present them as a promise of what yours would be.

Continuing growth. The system is built to extend across new product lines without a redesign.

Ready to talk

Want a project like this one?

Book a strategy call and we'll talk through where your business is now, what's actually getting in the way, and whether the approach that worked here would work for you.