4 days ago
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Posted On: October 13th 2026, 04:11 pm
building a mushroom hot chocolate brand from scratch... phase 1, the strategy 🫡
before I think about a logo I need to know what the brand actually stands for. so meet Foray, a mushroom hot chocolate made for drifting into your dream state. rich, indulgent and a little bit magic.
everything leans into dreams, folklore and a little mischief. somewhere between A Midsummer Night’s Dream and Willy Wonka, for someone who lives half in a story.
inside: the idea, the customer, the moment it owns, the colours, the textures and the type. this is the foundation everything else gets built on.
part 2 next week is the brand identity. logos, icons, patterns, all the little bits that make it memorable.
if your brand was a person, what would they be doing on a tuesday afternoon?
#brandstrategy #drinksbranding #foodbranding #packagingdesign #brandidentity
mushrooms usually get sold as wellness. I wanted Foray to feel like a treat with a bit of magic instead, so that’s where everything starts.
these five words are the filter. if a colour, font or line of copy doesn’t feel dreamy, whimsical, mischievous, indulgent or enchanting, it doesn’t make the cut.
I design for the ‘one person’, not an age bracket. knowing the customer properly makes it so much easier to say no to ideas that don’t fit.
everyone has a moment in the day where their head wanders off. that’s the dream state, and it happens morning, afternoon or night. Foray is built to be part of that little escape.
one of my favourite exercises. if you can picture what a brand gets up to on a random tuesday, you can start to picture how it talks, what it posts and where it shows up.
I wanted the palette to feel like the woods at dusk in a fairytale. soft and a bit sugary so it feels like a treat, with a deep midnight to keep it grounded.
texture is how a brand feels before you’ve read a word. soft, shimmery, a bit old and inky, like it’s been left out in the woods.
three styles. a storybook serif for the logo, a slightly inky one for reading, and something hand-drawn for the mischief.
foundations done. next week I design the logo, the icons and all the little patterns. (the fun bit!!)
before I think about a logo I need to know what the brand actually stands for. so meet Foray, a mushroom hot chocolate made for drifting into your dream state. rich, indulgent and a little bit magic.
everything leans into dreams, folklore and a little mischief. somewhere between A Midsummer Night’s Dream and Willy Wonka, for someone who lives half in a story.
inside: the idea, the customer, the moment it owns, the colours, the textures and the type. this is the foundation everything else gets built on.
part 2 next week is the brand identity. logos, icons, patterns, all the little bits that make it memorable.
if your brand was a person, what would they be doing on a tuesday afternoon?
#brandstrategy #drinksbranding #foodbranding #packagingdesign #brandidentity
mushrooms usually get sold as wellness. I wanted Foray to feel like a treat with a bit of magic instead, so that’s where everything starts.
these five words are the filter. if a colour, font or line of copy doesn’t feel dreamy, whimsical, mischievous, indulgent or enchanting, it doesn’t make the cut.
I design for the ‘one person’, not an age bracket. knowing the customer properly makes it so much easier to say no to ideas that don’t fit.
everyone has a moment in the day where their head wanders off. that’s the dream state, and it happens morning, afternoon or night. Foray is built to be part of that little escape.
one of my favourite exercises. if you can picture what a brand gets up to on a random tuesday, you can start to picture how it talks, what it posts and where it shows up.
I wanted the palette to feel like the woods at dusk in a fairytale. soft and a bit sugary so it feels like a treat, with a deep midnight to keep it grounded.
texture is how a brand feels before you’ve read a word. soft, shimmery, a bit old and inky, like it’s been left out in the woods.
three styles. a storybook serif for the logo, a slightly inky one for reading, and something hand-drawn for the mischief.
foundations done. next week I design the logo, the icons and all the little patterns. (the fun bit!!)
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