HEALTH & NUTRITION

Kiithu Botanics

I was asked to help brand a small Brighton-based start-up specialising in medicinal mushroom-based health supplements.

This would involve finding a fitting and playful name along with its core identity.

Kiithu means ‘thank you’ in Finnish Sami, where the mushrooms would be sourced from.

https://kiihtu.com

A black handwritten letter 'k' on a light green background.

Creative Direction
Naming
Branding

Kiithu means ‘thank you’ in Finnish Sami

Typography design featuring the words 'Feel good' in large cursive font, with a line underneath, and the phrases 'soubrette with folic acid' and 'relax gummy' in smaller fonts.
Pattern of black mushroom illustrations on a black background.
Color chart with labeled color names: Dark Forest, Sky Blue, Bright Green, Dusky Orange, Dusky Pink, Yellow Sunshine, with creation date and sample percentages on the right.
A collage of four images of mushrooms in black and white with a purple tint. The first image shows a single mushroom growing in a forest on the ground. The second image features a close-up of two mushrooms with gills visible. The third image depicts a small mushroom in an outdoor environment. The fourth image displays a wooden board with various types of mushrooms and mushrooms in a pile.
Blue background with white handwritten text saying, 'Find your Feelgood'.
Stylized letter K in black on a pink background
Stylized handwritten text that says "kitthu" with the words "Thank Yourself" underneath.
Green package of Reverie Relaxing Gummies with white text indicating it contains 60 relaxation gummies with vitamins and botanicals, mixed berry flavor, and a small leaf logo in the top right corner.
Packaging of sleep gummies with blue gradient background, white text reading "Kiintu Sleep Tight," a sleep moon icon with Z's, description of 60 sleep-easy gummies with vitamins and botanicals, and flavor "Mixed berry."
Red square package of Relax Gummies Chill-out with vitamins and botanicals, vegan mixed berry flavor, featuring a smiling star logo.
A blue, cursive handwritten-style text that reads 'Special Edition'
Logo for Sleep Gummy with a crescent moon and three Z's above, featuring the text 'SLEEP GUMMY with Chamomile & Extract' in stylized fonts.
Logo for Pregnancy Gummy with a smiling baby illustration and the tagline 'with Folic acid'.
A bottle of relaxation gummies labeled 'Chill-out' with three pink gummies beside it on a gray background.
A smartphone displaying a wallpaper of purple mushrooms with a stylized white letter 'K' overlayed