Morgan Green Process Book by Southern Miss Design

Morgan Green ART 448 Senior Capstone Proposal Introduction For this semester’s capstone project, I will be exploring branding, packaging, and marketing. I will essentially focus my project on packaging design based on research related to medicinal mushrooms. My concept is a mushroom-infused coffee, tea, and protein powder company. Incorporating mushrooms into daily drinks is a natural remedy that can help fight cognitive function, support a healthy immune system, reduce inflammation, relieve symptoms of anxiety and depression, and more. Although there is a negative stigma about “magic” mushrooms, I believe that this company can create an accessible brand that advises and promotes health to the public. This investigation intends to exemplify how graphic design can reverse stigmas for the greater good. The mushrooms included in this company’s drinks include Lion’s Mane, Reishi, Turkey Tail, Chaga, and Cordyceps. Each of these mushrooms contains numerous health benefits. Lion’s Mane, scientifically known as Hericium erinaceus, has been investigated for curing and preventing Alzheimer’s disease. Lion’s Mane blocks the receptor for the glutamate neurotransmitter, responsible for neurotoxicity caused by this disease. Reishi can help manage stress, boost mood and mental fatigue, and is anti-inflammatory. Cordyceps can improve athlete performance, combat muscle fatigue, and increase libido. This company intends to educate the public on the commonly unknown health benefits of mushrooms while also counteracting stereotypical stigmas when one thinks of psychedelic mushrooms.

Value Choosing an opinionated topic proves that graphic design can influence a person’s perspective on a pre-conceived notion. This project will further my abilities as a designer through psychological research on consumer culture. Through visual design, I plan to alter the consumer perspective of mushrooms. This approach is unique because there is a larger objective than only selling a health product, but also to prevent and even reverse diseases like Dementia and Alzheimer’s. Methods The methodology will include thorough research of mushrooms, sourcing, and an appropriate demographic. Properly marketing newly researched mushrooms to an uninformed public can be successful with focus-driven research and intentional design. Through investigating different demographics: men and women, young adults, and elderly, I can determine how the brand identity can accommodate each of these sub-groups. This exploration will consist of interactive packaging, a website, a social media account, and promotional collateral. Delimitations + Sub-Problems Elements that can help establish a brand identity include print design, digital design, web design, photography, and illustration. All of these design elements are most familiar to me. I plan to explore embossing and silk-screen printing, as well. Sub-problems that may come to light are an inability to incorporate embossing and silk-screening (COVID) and producing intricate packaging methods due to complex rendering. Timeline Ideally, I will individually plan a timeline for each element within my design. The finalized logo system will be complete by February 2nd, including a style sheet with a color palette,

illustrations, patterns, and a creative direction that my project will follow. By February 9th, I plan to have finalized packaging for each product and marketing collateral. At the first project review meeting on February 16th, I will present one fully expanded packaging design for each product, a website, and marketing collateral. After implementing critique from the first project review meeting, I plan to start printing and constructing packaging by March 1st. I will also present an Instagram page, finalized marketing collateral, and a fully-fleshed website on March 9th for review. Using that day’s critique, I will complete all of my work for the second project review meeting on March 16th. For this meeting, my project should be of minor critique with every aspect complete. Conclusion To conclude, I am thrilled about this investigation and concept. The fast-paced timeline is terrifying, also. Creating an accessible and influential company will expand my boundaries as a designer. I am eager to see the process of this investigation while combatting trial and error.

The University of Southern Mississippi

Bluestalk: Nature’s Pharmacy A Natural Approach to Wellness

Morgan Green Spring 2021 | ART 448

Green 2 Morgan Green ART 448 Capstone Research 25 March 2021 Bluestalk: Nature’s Pharmacy In an age of rampant prescription medication, many are turning to holistic alternatives for wellness. Partial thanks to recent exponential growth in scientific research shared through the internet, consumers are becoming conscientious about their health. Taking advantage of this idea, this exploration hopes to create a candid brand that promotes wellness through incorporating medicinal mushrooms into daily routines. Emitting emotions of nostalgia and joy in juxtaposition to the seriousness of health conditions, the brand should initially spark a memorable connection to a demographic of any age through packaging design. With doctors over-prescribing synthetic medication as a means of alleviating symptoms of physical and mental health conditions, individuals are experiencing short-term relief to chronic issues. According to Ghost-Managed Medicine: Big Pharma’s Invisible Hands, “The flood of knowledge that companies create and distribute is not designed for broad human benefit, but to increase profit.”1 Pharmaceutical marketing can only work for an individual’s best interest if unbiased and disinterested in personal gain. In reference to profitable marketing ploys, the median estimate of physicians claiming the cost of pharmaceuticals was 55% away from the actual cost.2 In a culture manipulated by large industries, alternatives to wellness are becoming rediscovered as technology and research skyrocket. A more natural approach for preventing and

Sismondi, Sergio. Ghost-Managed Medicine: Big Pharma’s Invisible Hands. Mattering Press, 2018.

McGuire, C., et al. “Doctors’ Attitudes about Prescribing and Knowledge of the Costs of Common Medications.” Irish Journal of Medical Science, vol. 178, no. 3, 2009, pp. 277-280., doi:10.1007/s11845-009-0276-x. 2

Green 3 reversing numerous chronic health conditions are medicinal mushrooms. A few of these mushrooms include Lion’s Mane, Reishi, Cordyceps, Turkey Tail, and Chaga. These mushrooms have been used for thousands of years for medicinal and therapeutic purposes. “The Greek physician Hippocrates, circa 450 BCE, classified the amadou mushroom (Fomes fomentarius) as a potent anti-inflammatory and for cauterizing wounds.”3 Commonly known as adaptogens, mushrooms can help one’s body adapt to stress.4 Studies show that mushrooms have antimicrobial, anti-inflammatory, cardiovascular-protective, antidiabetic, hepatoprotective, and anticancer properties.5 High in L-ergothioneine and glutathione, medicinal mushrooms are exceptionally powerful antioxidants that protect against viruses and support the immune system.6 To give an example of how nutrient-dense medicinal mushrooms are, the fruiting bodies of Cordyceps have been used to treat an assortment of health conditions for the last 1600 years. As a natural healing agent, Cordyceps are beneficial for convulsions, epilepsy, heart palpitations, and diabetes.7 In comparison to Cordyceps, Reishi is well-known as the queen of medicinal

Stamets, Paul, and Heather Zwickey. “Medicinal Mushrooms: Ancient Remedies Meet Modern Science.” Integrative Medicine (Encinitas, Calif.), vol. 13, no. 1, InnoVision Health Media, Inc, 2014, pp. 46–47. 3

“Beyond Coffee: A Sustainable Guide to Nootropics, Adaptogens, and Mushrooms.” Kirkus Reviews, vol. 88, no. 3, Feb. 2020, p. N.PAG. EBSCOhost, search.ebscohost.com/login.aspx?direct=true&db=aph&AN=141439004&site=ehost-live. 4

Guggenheim, Alena G., et al. “Immune Modulation from Five Major Mushrooms: Application Integrative Oncology.” Integrative Medicine (Encinitas, Calif.), vol. 13, no. 1, InnoVision Health Media, Inc, 2014, pp. 32-44. 5

Turner, Lisa. “Immune Health Supplements.” Better Nutrition, vol. 82, no. 10, Active Interest Media, 2020, pp. 24–29. 6

Yang, Junling, et al. “Cordyceps Cicadae Polysaccharides Ameliorated Renal Interstitial Fibrosis in Diabetic Nephropathy Rats by Repressing Inflammation and Modulating Gut Microbiota Dysbiosis.” International Journal of Biological Macromolecules, vol. 163, Elsevier B.V, 2020, pp. 442–56, doi:10.1016/j.ijbiomac.2020.06.153. 7

Green 4 mushrooms and is recognized as an immune stimulant. “A 2011 study found it helped reduce tumor size while also tamping down inflammation.”8 Lion’s Mane is commonly known for its neurological health benefits. Preventing and reversing Alzheimer’s and Dementia, reducing symptoms of depression and anxiety, and improving cognitive memory, Lion’s Mane is helpful for an individual of any age. It aids in activating host immune responses, as well as regulating brain cellular stress response mechanisms.9 Furthermore, “…modern science [has] rediscovered what the ancients knew long ago – that mushrooms can be deep reservoirs of powerful medicines.” 10 As research-based data becomes more commonly discussed, medicinal mushrooms are becoming normalized. An example of one scientific study includes the recording of Lion’s Mane containing anti-tumor effects from Brazilian and Eastern traditional medicine. “Since the early 1990s, there has been a host of studies on preclinical antitumor effects of AbM extracts in rodent models.”11 “One study also found that AbM extract, combined with marine phospholipid to increase its uptake, suppressed growth of myeloma cells in a mouse model.”12

Bible, Adam. “MUSHROOM MAGIC: How Three Funky Fungi-Chaga, Reishi, and Lion’s Mane-Can Provide Multiple Benefits for Your Brain, Body, and Overall Health.” Joe Weider’s Muscle & Fitness, vol. 80, no. 9, Weider Publications LLC, 2019, p. 65–. 8

Trovato Salinaro, A., Pennisi, M., Di Paola, R. et al. Neuroinflammation and neurohormesis in the pathogenesis of Alzheimer’s disease and Alzheimer-linked pathologies: modulation by nutritional mushrooms. Immune Ageing 15, 8 (2018). https://doi.org/10.1186/s12979-017-0108-1 Stamets, Paul, and Heather Zwickey. “Medicinal Mushrooms: Ancient Remedies Meet Modern Science.” Integrative Medicine (Encinitas, Calif.), vol. 13, no. 1, InnoVision Health Media, Inc, 2014, pp. 46–47. 10

Guggenheim AG, Wright KM, Zwickey HL. Immune modulation from five major mushrooms: application to integrative oncology. Integrative Med Clin J. 2014;13(1):32–44. 12

Guggenheim AG, Wright KM, Zwickey HL. Immune modulation from five major mushrooms: application to integrative oncology. Integrative Med Clin J. 2014;13(1):32–44.

Green 5 Studies like this have concretely proven that medicinal mushrooms contain anti-cancer effects, intriguing adults and elders. Social expansion of this knowledge has also helped sway critics, and social media has extended this knowledge to younger consumers. Younger consumers are particularly interested in a study on the short-term benefits of Lion’s Mane. “In mice, dietary supplementation with H. erinaceus [Lion’s Mane] prevents the impairment of spatial short-term and visual recognition memory.”13 As nootropics, medicinal mushrooms like Lion’s Mane, Cordyceps, and Chaga increase physical and mental energy. Moreover, nootropic mushrooms are beneficial for exercising, studying, and lifting brain fog. Sparking interest from a demographic of all ages, medicinal mushrooms are slowly becoming popularized and available. As formerly mentioned, successful research-based data and the dispersal of this information through the internet and social media proves that medicinal mushrooms are growing as an alternative option for well-being. Accessible and enjoyable, these mushrooms can be eaten, taken as supplements, or infused into daily drinks like coffee, tea, and smoothies. Challenging the drink market of coffee and tea, medicinal mushrooms have an edge that separating them from mediocre brands. According to Coffee Shops – Global Market Trajectory and Analytics, “The global market for Coffee Shops is projected to reach US $237.6 billion by 2025…” 14 Due to this anticipated upwards jolt, capitalizing in this market is exceedingly competitive. Using this

Rossi, Paola, et al. “Dietary Supplementation of Hericium erinaceus Increases Mossy Fiber-CA3 Hippocampal

Neurotransmission and Recognition Memory in Wild-Type Mice.” Evid Based Complement Alternat Med. 2017; 2017: 3864340. Global Industry Analysts Inc. “Coffee Shops – Global Market Trajectory & Analytics.” Research and Markets The World’s Largest Market Research Store. 2020, id:4845904. https://www.researchandmarkets.com/reports/4845904/coffee-shops-global-market-trajectoryand?utm_source=GNOM&utm_medium=PressRelease&utm_code=p69bds&utm_campaign=1416949++Global+Coffee+Shops+Market+to+be+Worth+%24237.6+Billion+by+2025&utm_exec=joca220prd 14

Green 6 cumulative research to create a marketable wellness brand that is profitable, each element must cohesively work to promote the product’s brand narrative and tone of voice. Additionally, initial perspectives are a vital aspect that establish whether or not the brand is a success. A challenge of this process is establishing a brand going against the status-quo, while also keeping the visual aesthetics united with the brand ideology, while also meeting the visual expectations of the target market. To meet the expectations of the target market, researching and understanding consumer psychology and how visual design affects this is important. As Tom Peter writes, “Design is about emotion.”15 At first glance, consumers sub-consciously categorize stimuli into patterns that translates into emotions. Conscious design based on consumer psychology is the key to building brand equity.16 As consumers become more knowledgeable, they look for sustainable, functional ecofriendly products, that value their price. This translates to honesty, trust, and respect. 17 When developing packaging, it is important to cultivate a relationship between the consumer and the brand. Aspiring to help consumers attain ‘in-group’ status is another way to create a reputable brand.18 One way to achieve this aspiration is by invoking emotions through design. Due to the ancient history of medicinal mushrooms, an emotion that the brand displays in nostalgia. Researching nostalgia is a pivotal point of departure in this exploration. “Nostalgic fads are a

Hill, Dan. Emotionomics Leveraging Emotions for Business Success. 2nd ed., Kogan Page, 2010.

Vasileiadis, Theoklitos, et al. “Combining Product and Packaging Design for Increased Added Value and Customer Satisfaction.” Journal of Graphic Engineering and Design, vol. 10, no. 2, University of Novi Sad, 2019, pp. 5–15, doi:10.24867/JGED-2019-2-005. 17

Hill, Dan. Emotionomics Leveraging Emotions for Business Success. 2nd ed., Kogan Page, 2010.

Green 7 good indicator of what excites new generations.” 19 An example of this is Seymour Chwast and Paula Scher, Push Pin Studio designers, reintroducing ornamental typefaces from previous times by re-creating and updating them to revise their contours.20 Surprisingly, nostalgia is appealing to not only elders and older adults, but also to young consumers. Presenting a vintage aesthetic, the logo and illustration style are pleasing to the brands entire demographic. Extensive research concerning age groups, historical knowledge, color theory, and consumer psychology influence each design choice with the objective of staying true to the brand ideology. After widespread research on names, a word list was developed containing synonyms of nature, wellness, and mushrooms. A brand name could derive from any word regardless of the meaning, but it should have pleasing and notable syllables that flatter with the products of the brand.21 Due to the negative connotation of relatable words like “fungi”, “spores”, and “shrooms”, extensive research was then done on the scientific and un-scientific names of mushrooms. The brand established into name of Bluestalk Co., inspired by the name of an edible mushroom. Although this mushroom is not medicinal, the name is fun and memorable. Communicating the idea and products of Bluestalk, the logo is original and inspired by the Vienna Secession. Analogous with the fundamental ideology of Bluestalk, the Vienna

Heller, Steven, and Véronique Vienne. 100 Ideas That Changed Graphic Design. [Enhanced Credo edition], Laurence King, 2015. 20

Heller, Steven, and Véronique Vienne. 100 Ideas That Changed Graphic Design. [Enhanced Credo edition], Laurence King, 2015. Vasileiadis, Theoklitos, et al. “Combining Product and Packaging Design for Increased Added Value and Customer Satisfaction.” Journal of Graphic Engineering and Design, vol. 10, no. 2, University of Novi Sad, 2019, pp. 5–15, doi:10.24867/JGED-2019-2-005. 21

Green 8 Secession was a cessation from traditional attitudes and social restrictions at the end of the nineteenth century.22 Austrian art critic Kristian Sotriffer writes: “It succeeds not by being consciously modern, nor through avoiding any aesthetic norm, and not by searching for a fundamental form, but because it is true to itself, evolving and drawing upon its own laws.”23 Breaking away from the pharmaceutical industry and prescription medication, Bluestalk is competing against the mainstream wellness culture. By creating a contemporary spin on the vintage style of the Vienna Secession, the universal aesthetic supports with the brand message. By designing a primarily geometric wordmark with some curvaceous lines, the logo is resilient and notable. The tertiary logo is a bordered rectangle containing illustrated mushrooms subtly overlapping the border in some areas. Eloquent and organic, the thin strokes of the mushrooms immediately represent the product to the consumer, as well as contrast with the geometric style of the logo. This contrast exemplifies the irony of their delicate physical form in juxtaposition to their nutrient-dense, health improving qualities. This contemporary vintage styled logo combined with an enjoyable color scheme is intentionally chosen to produce feelings of nostalgia for a consumer of any age. The slogan for Bluestalk Co. is Nature’s Pharmacy because the products are made from nature and not in a lab. This slogan briefly lets consumers know exactly where their ingredients are coming from. This slogan is imperative from the research gathered about the dangers of where medicinal mushrooms are grown. Located in Chengdu, People’s Republic of China, “…heavy metal concentrations in L. edodes were influenced by the collection site and the age of

Sotriffer, Kristian. Modern Austrian Art. Praeger, 1965.

Green 9 the fruiting bodies.”24 Keeping the brand candid, the mushrooms Bluestalk uses will originate from North America. On the back side of the coffee and tea packaging, an illustration of a state is shown with a focal point that highlights the city where the mushroom originates from. Another important factor that is sometimes not taken serious enough is the influence of color. Color is a significant instrument that can be used to evoke emotions through consumers. From holding a viewer’s attention, to cultural associations, color can communicate an array of messages.25 The colors that are a part of Bluestalk’s brand represent which mushroom is included in a particular product, and these colors are selected based on the health benefits of a particular mushroom. Josef Albers, one-time Bauhaus master and Yale University professor, progressed the notion that color is continually deceptive and can induce countless responses depending on relative colors.26 In the case of Bluestalk, the muted color of the packaging induces the appearance of a higher-chroma red, blue, and orange than they may actually appear. The Lion’s Mane coffee is emphasized with an orange-yellow to emanate liveliness and energy, and the Reishi tea is blue to emit emotions of relaxation and serenity. Although the colors are bright enough to grab the attention of a viewer, the harmonious mono-chromatic color scheme chosen prevents the consumer from an over-load of stimuli. “The proximity of hues to each other changes how they are perceived.”27 Viewed as a whole, each color is close in value,

Pei, Donghui, et al. “Bioconcentration Factors and Potential Human Health Risks of Heavy Metals in Cultivated Lentinus Edodes in Chengdu, People’s Republic of China.” Journal of Food Protection, vol. 78, no. 2, Allen Press Publishing Services, 2015, pp. 390–95, doi:10.4315/0362-028X.JFP-14-336. 24

Heller, Steven, and Gail Anderson. The Graphic Design Idea Book : Inspiration from 50 Masters. Laurence King Publishing, 2016. 26

Sherin, Aaris. Design Elements, Color Fundamentals a Graphic Style Manual for Understanding How Color Impacts Design. 1st edition, Rockport Publishers, 2012.

Green 10 but distinguished by a different hue for a balance of unification and contrast. All of the colors work cohesively and can be used in conjunction with one another on expansional collateral. With a centered composition and repetition of the rectangular logo and text box, the composition of the coffee packaging is minimal and easy to navigate visually. The dynamic mushroom illustration leads the consumer’s eyes from the logo at the bottom to the text box at the top. Placing the logo at the bottom of the format in reference to the text box equalizes the visual weight. For repetition and hierarchy, the rectangular shape, identical in size to the logo, is around the text stating the specific mushroom-infused within the roast. The tea and protein powder packaging mimic the composition of the bordered text box for unification. For the tea packaging, the composition repeats the shape of the format repeating a large text-box with borders separating the type for organization. Hierarchy is displayed through color, type size, and type direction. Having a smaller format, the secondary logo is used with an appropriate amount of padding. The tertiary logo is also used as a pattern in a smaller rectangle. To emphasize the mushroom in the tea, the type is analogous with the color of the illustration. The protein powder takes use of the vertical space provided by incorporating the logo vertically. The tertiary logo is used as a pattern again. The rectangle outlining the text of the protein packaging repeats the format of the front of the cylinder. Creating detailed mushroom illustrations using repetitive organic lines creates texture and depicts the natural and ephemeral aesthetic of mushrooms. Having the mushrooms overlap geometric borders continues to emphasize the holistic identity of Bluestalk. Combining structure and ornament,28 the illustrations are inspired by Art Nouveau. This style depicts the product of the brand almost instantly.

Britannica, The Editors of Encyclopaedia. "Art Nouveau". Encyclopedia Britannica, 18 Dec. 2019, https://www.britannica.com/art/Art-Nouveau.

Green 11 A consumer’s feelings has an integrative effect in shaping the success of a product design. This is due to the fact that emotionally attractive design can provoke curiosity from a user and be able to meet the anticipation formed throughout the experience. Yet, this is difficult to properly measure, evaluate and analyze since there is an inconsistency that occurs among each user's assessment.29 The packaging is comprised of recycled matte paper, varying in color and texture depending on each packaging product. Choosing a textural matte paper to stimulate the sense of touch reinforces the brand aesthetic. For user-interaction, the packaging is designed in different shapes. The coffee roasts are in a bag, the tea is inside of a square box, and the protein powder is in a cylinder container. Keeping the structure of the packaging simple exudes reliability and timelessness. In conclusion, Bluestalk Co. is a brand promoting mushrooms as an alternative to conventional medication. Incorporating coffee, tea, and protein powder with mushrooms contributes to a more accessible and enjoyable path to health. Reaching a demographic of people of any age, this company’s brand aesthetic harmoniously integrates contemporary and vintage design paired with energizing colors for shelf presence, local origins of ingredients and ecofriendly packaging for brand equity, and natural wellness. Through the process of research and design, the awareness of recent scientific data is justifying a new approach to wellness through regular drinks infused with medicinal mushrooms. Consumers of any age will experience shortterm and long-term health benefits.

Bak, S. K., et al. “Inclusion of Users’ Material Experience in Sustainable Product Design: Case Study of BioBased Food Packaging.” IOP Conference Series. Materials Science and Engineering, vol. 1092, no. 1, 2021, p. 12025–, doi:10.1088/1757-899X/1092/1/012025. 29

Green 12 Bibliography Bak, S. K., et al. “Inclusion of Users’ Material Experience in Sustainable Product Design: Case Study of Bio-Based Food Packaging.” IOP Conference Series. Materials Science and Engineering, vol. 1092, no. 1, 2021, p. 12025–, doi:10.1088/1757-899X/1092/1/012025. “Beyond Coffee: A Sustainable Guide to Nootropics, Adaptogens, and Mushrooms.” Kirkus Reviews, vol. 88, no. 3, Feb. 2020, p. N.PAG. EBSCOhost, search.ebscohost.com/login.aspx?direct=true&db=aph&AN=141439004&site=ehost-live. Bible, Adam. “MUSHROOM MAGIC: How Three Funky Fungi-Chaga, Reishi, and Lion’s Mane-Can Provide Multiple Benefits for Your Brain, Body, and Overall Health.” Joe Weider’s Muscle & Fitness, vol. 80, no. 9, Weider Publications LLC, 2019, p. 65–. Britannica, The Editors of Encyclopaedia. "Art Nouveau". Encyclopedia Britannica, 18 Dec. 2019, https://www.britannica.com/art/Art-Nouveau. Global Industry Analysts Inc. “Coffee Shops – Global Market Trajectory & Analytics.” Research and Markets The World’s Largest Market Research Store. 2020, id:4845904. https://www.researchandmarkets.com/reports/4845904/coffee-shops-global-markettrajectoryand?utm_source=GNOM&utm_medium=PressRelease&utm_code=p69bds&utm_campai gn=1416949++Global+Coffee+Shops+Market+to+be+Worth+%24237.6+Billion+by+2025&utm_exec =joca220prd Guggenheim, Alena G., et al. “Immune Modulation from Five Major Mushrooms: Application Integrative Oncology.” Integrative Medicine (Encinitas, Calif.), vol. 13, no. 1, InnoVision Health Media, Inc, 2014, pp. 32-44.

Green 13 Heller, Steven, and Gail Anderson. The Graphic Design Idea Book : Inspiration from 50 Masters. Laurence King Publishing, 2016. Heller, Steven, and Véronique Vienne. 100 Ideas That Changed Graphic Design. [Enhanced Credo edition], Laurence King, 2015. Hill, Dan. Emotionomics Leveraging Emotions for Business Success. 2nd ed., Kogan Page, 2010. McGuire, C., et al. “Doctors’ Attitudes about Prescribing and Knowledge of the Costs of Common Medications.” Irish Journal of Medical Science, vol. 178, no. 3, 2009, pp. 277280., doi:10.1007/s11845-009-0276-x. Pei, Donghui, et al. “Bioconcentration Factors and Potential Human Health Risks of Heavy Metals in Cultivated Lentinus Edodes in Chengdu, People’s Republic of China.” Journal of Food Protection, vol. 78, no. 2, Allen Press Publishing Services, 2015, pp. 390–95, doi:10.4315/0362-028X.JFP-14-336. Rossi, Paola, et al. “Dietary Supplementation of Hericium erinaceus Increases Mossy Fiber-CA3 Hippocampal Neurotransmission and Recognition Memory in Wild-Type Mice.” Evid Based Complement Alternat Med. 2017; 2017: 3864340. Sherin, Aaris. Design Elements, Color Fundamentals a Graphic Style Manual for Understanding How Color Impacts Design. 1st edition, Rockport Publishers, 2012. Sismondi, Sergio. Ghost-Managed Medicine: Big Pharma’s Invisible Hands. Mattering Press, 2018. Sotriffer, Kristian. Modern Austrian Art. Praeger, 1965. Stamets, Paul, and Heather Zwickey. “Medicinal Mushrooms: Ancient Remedies Meet Modern Science.” Integrative Medicine (Encinitas, Calif.), vol. 13, no. 1, InnoVision Health Media, Inc, 2014, pp. 46–47.

Green 14 Trovato Salinaro, A., Pennisi, M., Di Paola, R. et al. Neuroinflammation and neurohormesis in the pathogenesis of Alzheimer’s disease and Alzheimer-linked pathologies: modulation by nutritional mushrooms. Immune Ageing 15, 8 (2018). https://doi.org/10.1186/s12979017-0108-1 Turner, Lisa. “Immune Health Supplements.” Better Nutrition, vol. 82, no. 10, Active Interest Media, 2020, pp. 24–29. Vasileiadis, Theoklitos, et al. “Combining Product and Packaging Design for Increased Added Value and Customer Satisfaction.” Journal of Graphic Engineering and Design, vol. 10, no. 2, University of Novi Sad, 2019, pp. 5–15, doi:10.24867/JGED-2019-2-005. Yang, Junling, et al. “Cordyceps Cicadae Polysaccharides Ameliorated Renal Interstitial Fibrosis in Diabetic Nephropathy Rats by Repressing Inflammation and Modulating Gut Microbiota Dysbiosis.” International Journal of Biological Macromolecules, vol. 163, Elsevier B.V, 2020, pp. 442–56, doi:10.1016/j.ijbiomac.2020.06.153.

MORGAN GREEN

PROCESS BOOK

Problem creating a wellness brand that sells medicinal mushrooms as an alternative to prescription medication

MORGAN GREEN

PROCESS BOOK

Idea • creating an inviting aesthetic for a demographic of all ages • making medicinal mushrooms accessible and enjoyable • promoting health and knowledge to the public

MORGAN GREEN

PROCESS BOOK

Bluestalk Co. • inviting and easy to remember • bringing people together for a healthy cause • enjoyable route to wellness • energizing shelf presence

MORGAN GREEN

BRAND NAME

slogan

“Nature’s Pharmacy” • highlights the profound benefits of medicinal mushrooms • emphasizes that the products are natural and eco-friendly

MORGAN GREEN

BRAND SLOGAN

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LOGO SKETCHES

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LOGO SKETCHES

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EARLY MARKS

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FINALIZED LOGO

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PACKAGING ROUGHS

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PACKAGING ROUGHS

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PACKAGING MOCKUPS

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PACKAGING MOCKUPS

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PACKAGING MOCKUPS

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FINALIZED PACKAGING

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FINALIZED PACKAGING

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FINALIZED PACKAGING

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FINALIZED PACKAGING

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FINALIZED MERCH

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FINALIZED WEBSITE

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FINALIZED ADVERTISEMENTS

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FINALIZED ADVERTISEMENTS