Mushrooms as medicine boomed, and so did the bullshit. The highest-quality mushrooms in the UK had to cut through it.

Credibility became our aesthetic edge. A brand repositioned as a research institute, in thinking and in design.

A new suite of packaging inspired by the beautiful density of lab reports. Rather than reducing information, it added more. Experts use the big words.

The campaign was filmed in Tremenheere in Cornwall. James Turrell’s oval skylight, a counterpoint between science and nature, embodied TFMC’s rewired DNA.

Revenue grew over 400% across the five-month campaign.