BLOG/CASE STUDY
SHROOM BHOOMI
Building a farm-to -plate mushroom brand with a strong identity, clear messaging and a content engine built for growth.
THE BRAND
BRINGING MUSHROOMS CLOSER TO EVERYDAY INDIAN KITCHENS.
Shroom Bhoomi is a farm-to-plate mushroom brand bringing fresh mushrooms into a more familiar place in everyday Indian cooking.
As more people think about balanced diets, protein, fibre and everyday nutrition, mushrooms offer an interesting addition to the foods we already cook at home. The idea was to make that choice feel simple — from understanding their health benefits to finding new ways to cook them.
Our branding and content strategy focused on positioning mushrooms as more than an occasional ingredient: a healthy, versatile food that can fit naturally into Indian kitchens, recipes and routines.
THE CHALLENGE
A GOOD PRODUCT NEEDS A
CLEAR STORY.
Shroom Bhoomi had a product with plenty to talk about, but the communication needed more structure.
The brand needed to establish a recognisable identity while finding a consistent way to communicate its products, farming process, nutritional benefits and everyday uses.
Rather than treating social media as a collection of individual posts, we looked at it as a long-term content system.
That meant defining what Shroom Bhoomi should talk about, how it should look and what each piece of content should achieve.
WHAT WE DELIVERED
STRATEGY FIRST. DESIGN THAT MAKES SENSE.
Our approach was to build the foundations before worrying about volume.
We started with the brand identity and then looked at how that identity could translate into content.
BRAND IDENTITY
A refreshed logo and visual direction designed to give Shroom Bhoomi a more distinctive and recognisable presence.
CONTENT BUCKETS
A set of content themes to help the brand maintain consistency across its social media communication.
ORGANIC MARKETING
A rough organic marketing direction focused on education, engagement, trust and product awareness.
SOCIAL MEDIA
Two carousel concepts demonstrating how the content strategy could translate into useful, engaging social media content.
THE CHALLENGE
A LOGO THAT FEELS LIKE THE BRAND
Shroom Bhoomi had a product with plenty to talk about, but the communication needed more structure.
DESIGN DIRECTION
- Approachable
- Natural
- Recognizable
- Modern
WHAT WE DELIVERED
TURNING ONE PRODUCT INTO MANY STORIES.
Mushrooms give a food brand a surprisingly wide range of things to talk about.
Instead of repeatedly posting product images, we developed content buckets that could help Shroom Bhoomi create a more varied social media presence.
CONTENT BUCKETS
KNOW YOUR FOOD
Educational content around mushrooms, their varieties, nutritional value and benefits.
BEHIND THE GROWTH
A look into the farming process, from cultivation to harvest.
RECIPES & INSPIRATION
Simple recipes, cooking ideas and different ways to bring mushrooms into everyday meals.
HEALTH & WELLNESS
Content around nutrition, healthy eating and the potential benefits of including mushrooms in a balanced diet.
SUSTAINABILITY
Stories around responsible farming, conscious consumption and the journey from farm to plate.
LIFESTYLE
Relatable food content, conversations with customers and ways mushrooms fit into everyday life.
ORGANIC MARKETING STRATEGY
BUILDING A BRAND PEOPLE CAN LEARN FROM
For a product like mushrooms, education can play an important role in building familiarity.
The organic marketing direction for Shroom Bhoomi was built around a simple progression: