Mushroom Material has rebranded as Naturally Genius™

We’ve outgrown the old name

When we started, Mushroom Material did exactly what we needed it to. We literally told people what we were making and it saved countless hours of explanation. Although over the years it also generated a surprising number of questions about mushrooms.

Since then, we’ve moved from R&D into commercial deliveries, production is scaling and more customer launches are on the way. We want to be known for what our materials can do, not simply what they’re made from.

Naturally Genius™ marks that next step, with a brand that better represents what we’ve built and where we’re going.

Why Naturally Genius?

The thinking behind the name is simple: nature has some remarkable capabilities, and there’s a huge opportunity in putting them to work.

Mycelium, the root-like network of fungi, naturally binds organic material together into strong, lightweight structures. We didn’t invent that mechanism. Our work has been figuring out how to turn it into a consistent material that industry can actually use.

As founder and CEO Shaun Seaman puts it:

“The genius in this story isn’t ours. Mycelium already knew how to do something remarkable, then return to the earth when its job is done. Nature built that mechanism, not us. We just figured out how to put that natural genius to work in protective packaging at a global scale.”

The new identity brings that idea to life with a mushroom inside a brain and custom hand-drawn lettering. It’s distinctive, a little unexpected, and more like us. We take protecting your products seriously. Ourselves, slightly less so.

A name with room to grow beyond packaging

Packaging is where we’re putting the technology to work today, but Mushroom Material increasingly defined us by one ingredient and one application.

Naturally Genius gives us room to grow into new materials, products and markets as the technology develops. For now, our focus remains protective packaging, but the new name gives us space to become much more than that.

Where we are now

Naturally Genius is already supplying commercial mycelium packaging, including wine bottle protection, with more customer launches underway and production continuing to scale. The company is backed by Wavemaker Partners, Icehouse Ventures, the Singapore Government, K1W1 and Black Kite Capital. Its main R&D and production operations are in New Zealand with a R&D lab in Singapore.

The next stage is about increasing production, bringing more customers on board and taking Naturally Genius into new markets around the world. 

Mushroom Material was the right name for where we started. Naturally Genius is the right name for where we’re going.

The Naturally Genius identity was developed in partnership with Gareth Poley and Digital Dynamics.