Myceliana
Exceptional mushrooms, grown right here in Montréal
Myceliana is a company specializing in the research, cultivation, and processing of mushrooms, founded on a vision deeply rooted in nature, ecology, and innovation. In a market where fungal brands often lean toward “psychedelic” or overly rustic aesthetics, Myceliana aimed to establish a modern, scientific, and organic identity—while retaining a sense of warmth and curiosity.
The company entrusted Nara with the mandate to design a complete brand identity and digital presence aligned with its values: scientific rigor, respect for living systems, expertise, and creativity.
A story of
culture and commitment
Born and raised in Montréal’s NDG neighborhood, Benjamin Contant Zehavi combines his expertise in finance and business with hands-on experience in restaurant work and mushroom cultivation at La Centrale Agricole. Working in kitchens taught him the value of high-quality ingredients, while mushroom cultivation offered a fascinating perspective on their potential. Travailler en cuisine lui a appris la valeur des ingrédients de qualité, tandis que la culture des champignons lui a offert une perspective fascinante sur leur potentiel.
Three years ago, after reading Michael Pollan’s How to Change Your Mind, Benjamin discovered a world of resources on mushroom cultivation. Out of curiosity, he purchased his first home-growing block and quickly fell in love with the process. What began as a simple hobby soon became a deep passion, ultimately leading to the creation of Myceliana.
Project Objectives
Create a visual universe that is modern, organic, and contemporary—built on natural colors, shapes inspired by living organisms, and an artistic direction that evokes the growth, texture, and complexity of mycelium.
Design and develop a website capable of showcasing Myceliana’s products, services, expertise, and values, while offering smooth navigation, strong visuals, and a structure that can grow alongside the business.
Produce coherent and easily adaptable communication tools: a detailed brand guide, a complete icon library, high-quality product photos, printed brochures and banners, as well as visuals for social media.
Provided
Solutions
To shape Myceliana’s visual identity, we created a complete design system: brand identity, website, physical materials, and social media content. The goal was to unify all communications through a modern, organic, and instantly recognizable graphic language. L’objectif : unifier toutes les communications autour d’un langage graphique organique, moderne et immédiatement reconnaissable.
Brand Identity and Brand Guide
To support Myceliana in defining its brand, we developed a full visual universe inspired directly by the living nature of mycelium. The project began with the creation of a strong, flexible, and recognizable logotype built around three core elements: a stylized bed of mushrooms, an organic mycelium network, and a rounded, welcoming typeface. This signature blend reflects the craftsmanship, approachability, and scientific dimension of the company.
We then created an extensive style guide including color palette, typography, iconography, logotype-derived patterns, and organic lines to support future visual applications. This ecosystem enables Myceliana to communicate with clarity, simplicity, and consistency across both digital and print materials.
Custom Showcase Website
The website was designed as an immersive showcase, highlighting the quality of the mushrooms, the production philosophy, and the brand story. The design features natural textures, bright imagery, and an intuitive structure presenting the products, their benefits, and Myceliana’s commitments.
A custom development ensures smooth navigation and long-term flexibility, allowing the platform to evolve with the company’s future needs.
Brochures and Other Physical Materials
We created a series of promotional brochures, product sheets, banners, and various printed materials designed to highlight the quality of Myceliana’s mushrooms and the expertise behind their cultivation.
These documents clearly convey the mission, commitments, and properties of each mushroom variety while incorporating graphic elements from the brand guide—organic motifs, mycelium-inspired lines, and earthy tones. They allow Myceliana to communicate effectively with its partners—chefs, specialty markets, and food processors—through consistent, professional, and premium physical materials.
Social Media Content
To support Myceliana’s digital presence, we developed a series of visuals tailored for social platforms. These assets follow the graphic universe defined in the brand guide: natural colors, illustrated iconography, organic patterns, and product photography.
Each post was designed to showcase the mushrooms grown in Montréal, their benefits, and the company’s artisanal know-how. The bright, authentic art direction ensures a strong and recognizable visual presence across all media formats, giving Myceliana a solid foundation for building an engaged community around the fungal world.
Our results in figures
Mushroom varieties available for purchase on the website: Cordyceps and Maitake, two exceptional species cultivated locally.
Pages compose the Myceliana brand guide — a complete, solid, and forward-thinking branding.
Custom illustrated icons created to enrich visual communication and strengthen the brand’s graphic universe.
