The Magical Mushroom Company is the first company manufacturing mycelium-based packaging in the United Kingdom, offering a vital alternative to polystyrene and plastics. ‘To grow protective packaging at any scale’ is the proposition, and this is beautifully represented by a growing ‘M’. The logo, designed by North, cleverly moves from an initial impression of being organic and toward the realisation of the rationalised composition of different sized circles, perfect for the manufacturing/growing of packaging.