Mushroom Health Product BRANDING & ONLINE SHOP DESIGN
Logo, brand identity, product packaging and ecommerce website design for Monkey Fungi.
Client: Monkey Fungi
Sector: Functional Mushroom & Wellness Products
Services: Graphic Design + Logo Design + Branding + Illustration + Retouching + Packaging Design + Web Design + E-commerce
How Did Monkey Fungi Grow into Such a Distinctive Wellness Brand?
By creating a playful, unmistakable visual identity that connected every part of the brand — from the wise monkey emblem and colour-coded packaging to the website’s layered visuals and WooCommerce shop. As the range expanded into honeys and bundles, the same visual world carried through, keeping everything recognisably Monkey Fungi.
Monkey Fungi: Health Product Branding, Packaging & Online Shop Design
Monkey Fungi approached me with a distinctive name, an initial range of functional mushroom tinctures and a clear vision for a natural health product brand with plenty of personality. I created a complete visual identity and online presence encompassing Logo Design, Branding, Illustration, product labels, photo retouching and a bespoke ecommerce website.
Since the original launch, Monkey Fungi has expanded its range to include mushroom-infused honeys and curated product bundles alongside the tinctures. I have continued developing the branding, packaging and online shop design to accommodate these additions while maintaining a cohesive and recognisable visual identity throughout.
A Distinctive Approach to Wellness Product Branding
The brief called for an identity that felt earthy and natural without blending into the familiar visual language of the wellness sector. I created a playful yet professional monkey emblem that reflects the company’s memorable name, supported by customised typography, hand-drawn illustrations, organic textures and a restrained earthy colour palette.
The branding was developed as a complete visual system rather than a logo used in isolation. Its character carries through the mushroom tincture bottles, infused honey jars, website artwork, product photography, bespoke icons and promotional graphics. This helps every part of the brand feel visually connected while still allowing the individual products and ranges to have their own identity.
Ecommerce Built for Growth
I designed and developed the website using WordPress and WooCommerce, creating a flexible online shop that could grow alongside the business. What began primarily as a store for mushroom tinctures now incorporates infused honeys, product bundles and an expanding collection of individual blends.
The design combines a clear ecommerce structure with layered illustrations, organic textures, interactive effects and carefully presented product photography. Visitors can explore the different product types, learn more about individual items and move easily through to checkout without the website losing its distinctive visual character.
Working with Steve on our Monkey Fungi branding and website has been amazing. He totally got what we were going for – earthy, simple and great illustrations. We’ve had very positive feedback from our customers about the website and it really reflects the feel of our mushroom tinctures. He made the whole process easy and always listened to our ideas.
Steve’s attention to detail is second to none and his creativity and quick responses made everything easy. Couldn’t recommend him enough if you need someone to bring your brand to life.
Justin – Monkey Fungi
Monkey Fungi Logo and Brand Identity Design
At the centre of the visual identity is a wise and characterful monkey logomark, created to reflect the company’s name while introducing visual references to the natural ingredients and traditional influences behind the products.
Logomark
I explored a variety of facial structures, expressions and illustration styles before arriving at the final character. Variable line weights, subtle asymmetry and a long, expressive moustache give the monkey an organic, hand-drawn quality rather than making the emblem feel mechanically precise.
The initial artwork was drawn using my iPad and Wacom tablet before being developed into a refined and scalable logo. The final design retains the warmth and personality of the original illustration while remaining clear across bottle labels, honey packaging, website graphics and smaller brand applications.
Logotype
The accompanying logotype uses clean yet distinctive letterforms, with customised details in characters such as the ‘K’ and ‘G’. Rounded corners soften the typography and complement the curves of the illustrated emblem, helping the two elements work together as one cohesive identity.
Product Photo Retouching
Consistent product imagery was an important part of presenting the brand professionally across the website and supporting marketing materials. I carried out detailed photo retouching throughout the range, removing dust, blemishes and unwanted reflections while correcting colour balance, contrast and lighting.
Several of the final product images are composites assembled from multiple photographs, allowing me to combine the strongest parts of each shot and correct details such as the positioning and appearance of the dropper lids. This created a cleaner and more cohesive collection of images without losing the natural character of the original photography.
Website Design
Colour Palette and Artwork
A warm cream base provides a calm, neutral foundation for the website, complemented by khaki green, subtle gold-leaf details and Chinese-inspired watercolour illustrations. These elements reference the traditional influences behind the products while giving the website a distinctive and contemporary atmosphere.
Layout and Visual Flow
Rather than separating the page into a sequence of rigid colour blocks, I used overlapping artwork, soft textures and gradual transitions to connect the different sections. This creates a more fluid visual rhythm while preserving clear hierarchy, comfortable navigation and plenty of space for the product information.
Layered Visuals and Interactivity
Floating product imagery, botanical illustrations, soft stain textures and touches of gold leaf introduce depth throughout the design. Interactive effects respond to the visitor’s actions, bringing the artwork and product presentation to life without distracting from the content or making the online shop difficult to use.
Functional Mushroom Ecommerce Website Design
See the Monkey Fungi branding, website design and online shop in action.
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Online Shop Design for Mushroom Tinctures and Infused Honeys
The WordPress and WooCommerce shop was created to give Monkey Fungi control over its growing range of functional mushroom products without compromising the bespoke appearance of the wider website.
The tinctures, mushroom-infused honeys and curated bundles are organised into clear product categories, with consistent layouts, imagery and information throughout the shop. The result is an online purchasing experience that feels straightforward and familiar to use while remaining visually connected to the distinctive Monkey Fungi brand.
An Ecommerce Website for an Expanding Mushroom Product Range
The original ecommerce design provided a flexible foundation that could adapt as the business developed. New honey products, blends and bundles have been incorporated without needing to abandon the established visual structure, allowing the shop to grow while maintaining consistency across the complete range.
I have continued refining the website as new products and content have been introduced, helping the brand remain current while preserving the character and design details that make it recognisably Monkey Fungi.
Floating Product Imagery
Selected bottles, mushrooms and decorative elements appear to float within the composition. Careful layering, positioning and subtle movement help guide attention through the page while contributing to the website’s organic and slightly playful atmosphere.
Bespoke Icon Illustration & Design
I created a collection of bespoke icons that echo the hand-drawn linework of the monkey emblem and supporting artwork. Alongside graphics communicating individual product qualities, the set includes distinctive icons for tinctures, honeys and bundles, helping visitors navigate the expanded shop while maintaining a consistent visual style.
The loose, expressive drawings bring personality to smaller informational elements that might otherwise have felt generic or disconnected from the wider brand identity.
Health Product Packaging & Label Design
After finalising the principal identity, I extended the branding across a coordinated collection of product labels. The original tincture bottles required detailed information to fit within a narrow format while remaining attractive, legible and immediately recognisable as part of the Monkey Fungi range. Subtle colour coding also helps distinguish the different mushroom varieties and ingredient combinations at a glance.
As the business expanded, I adapted the packaging design for the mushroom-infused honeys. The jar labels retain the established typography, illustrations and organic visual character while using a composition suited to the different container and product format. This gives the complete range a clear sense of continuity without making every label look identical.
Logo Concepts and Illustration Development
Creating an illustrated character identity involved exploring different expressions, proportions, drawing styles and levels of detail. The alternative concepts show how the monkey gradually developed into a character that felt wise, approachable and distinctive without becoming overly comical or aggressive.
References to traditional East Asian artwork and medicinal heritage were considered throughout the process, alongside the practical requirements of reproducing the emblem across packaging, digital graphics and smaller applications. Developing these different directions made it possible to balance cultural influence, brand personality and visual clarity within one cohesive design.
Bringing It All Together
From the illustrated monkey emblem and customised typography to the product labels, retouched photography and evolving ecommerce website, every element of Monkey Fungi’s health product branding was designed as part of one cohesive visual identity.
The product range has grown from its original mushroom tinctures to include infused honeys and curated bundles, while retaining the same organic, characterful and recognisable design direction. The project demonstrates how Branding, Illustration, Packaging Design and Online Shop Design can work together to create a distinctive foundation for an expanding functional mushroom business.
Planning Your Own Health Product Brand?
Let’s create a distinctive identity that works beautifully across packaging, print and ecommerce.
