In 2014, Mycotech started this idea from scratch at a lab-scale: experimenting with mycelium (inspired from tempe, Indonesian traditional food made from soybeans) as a material using rapid prototyping and lean method as their approach. They also developed the material by collaborating with other brands by infusing mycelium into various products. Finally, in 2019, they got an opportunity to grow and enter a new, wider arena. To anticipate this, they needed to improve the branding and positioning in the industry. We helped Mycotech to change their positioning into a lab with a new name MYCL and created its brand architecture in which they're able to develop the mycelium as the core material.
Diagnosis & Insights
Visual Identity Design & System
Bilhaqy Islam, Account Manager
Bayurengga Mauludy, Creative Director
Gilang Agustiar, Analyst
Aulia Akbar, Design Lead
Bahy Rosel, Graphic Designer
Izhar Fathurohim, UI/UX
FORM Fotos, Photography
Dani Effendy, Photography
As we dig deeper into the ground and understand the characteristic of mycelium, we found the underlying essence of Mycotech. At the core, mycelium is the network of the Earth and the most collaborative entity. So does MYCL. We also learned from Neri Oxman's Kerbs Cycle of Creativity, MYCL stands between science and design. Together, we decided that MYCL would be a laboratory where mycelium innovates into another form that could be used as a new design that tackled the ecology and sustainability problems.
MYCL, as a laboratory, aims to give birth to new forms of mycelium as an ingredient. The business itself will be handled by another unit that focuses on selling and collaboration, such as It is expanded through its business units that focus on selling and collaboration. As a laboratory, finally, MYCL can focus on developing, partnering, and co-creating mycelium continuously. All of these explorations can be seamlessly implement with MYCL's new brand architecture.
Inspired by mother nature's pulsating beat of life that rhythmically gives birth to possibilities, we designed a new visual identity called "The Life Pulse". It represents circularity, hexagon as the most efficient shape structure in nature, and form a tessellation.
After going through the understanding, strategical, and positioning process, we immersed ourselves in the visual research on how mycelium formed. We took a deep closer to mycelium's characteristic itself as we began to develop a series of prototyping that could accommodate MYCL communication in the future.
After finishing the brand architecture that we have clarified and perfected, Mylea, one of the products developed by MYCL, could have a better position. Before, people were often confused whether Mylea was the product or the company itself. So, the brand architecture helped MYCL to explain their positioning as a laboratory and could develop their future product in a different name. In this case, together with TujuSemesta, Mylea's branding is more comprehensive, harmonious, and effective.
The visual identity is implemented on MYCL's lab coat which worn inside the foundry (the lab where they develop mycelium). The t-shirt and tote bag are also provided for the needs of exhibition activities.