This is everything you need to use the Northern Mushroom Club brand properly, whether you're creating content, writing a post, printing a market banner or putting our name on a menu. It covers who we are, what we stand for, and how we should look and sound wherever people come across us. Some of it is fixed. The logo, the colours and the type stay as they are. The rest is there to point you in the right direction, so there's plenty of room for good ideas as long as they still feel like us. If it looks like it came off a supermarket shelf, it isn't us. If it feels like a chat with Carly and Ellie at the stall, you're on the right track.

Our Brand Wordmarks incorporate the brand name in a variety of different ways, suitable for different use cases and applications.

The brand logomark is our smallest and simplest mark. It works where there's no room for words at all: social profile pictures, the website favicon, stickers, document footers, embroidery and stamps. Like the shortened wordmark, it's a supporting mark, so it sits alongside the full name somewhere nearby rather than standing in for it the first time someone meets us.

Our palette is eight colours, and every one of them is named after something from the world of mushrooms. There's an off-black, off-white, combined with three organic, natural tones, and three bold, eye-catching colours. It's earthy where it needs to be and loud where it counts, like a good market stall. Use these colours and only these colours, with the corresponding colour codes.

Three fonts and a handwritten accent, each with its own role. Ranchers shouts, Golden Story adds character, Fraunces does the explaining and Caveat leaves the personal notes.

Carly and Ellie, drawn as themselves. We're the face of the business, so we're the face of the brand, on our own or together.

Our whole cast of mushrooms and more. Every variety we grow has its own character, so people can spot their favourite across fresh, dried and grow kits.

Our USPs, numbers, ticks and crosses, all drawn on wobbly mushroom-shaped backgrounds. They get the important stuff across fast, without a wall of text.

The real thing. Us and the Mushroom House, the mushrooms themselves, and the people who buy, cook and eat them. Natural, honest and never boring stock photos.

Never overly staged. No arms folded in a line, no forced grins at the camera. Our team photos should show what it's actually like growing mushrooms for a living, the laughs in the growing room, the muddy boots and the fact that we genuinely love running Northern Mushroom Club. If it looks like a corporate headshot, it isn't us.