2026 Winner

Full Pin Mushrooms, a Montreal-based grower known for supplying top restaurants, wanted to evolve from a B2B brand into a consumer-facing one as it expanded into grocery and retail. Rather than follow category clichés of rustic farm-to-table aesthetics, the rebrand leaned into the reality of its origins: fast-paced, high-performance kitchens and precision-driven production. The identity was built around speed and efficiency, drawing from racing and Formula 1 culture, expressed through an electric blue, black and metallic palette, an angled custom logotype and a system of icons for each mushroom variety. The rebrand drove growth across both B2B and B2C channels, with restaurant clients up 18% and website visits up 46%.

Credits

Chief Creative Officer: Aaron Starkman
Chief Strategy Officer: Sean McDonald
Executive Creative Director: Hans Thiessen, Xavier Blais
Creative Director: David Roger
Designer / Illustrator: Benjamin L’écuyer
Writer: Julie Day-Lebel, Eugénie Lalonde
Motion Design: Jesse Shaw
Producer: Katia Dupuy
Lead Strategist: Pascal Routhier
Strategist: Amy Delafontaine
Account Services: Alex Lefebvre
Photographer: Sylvie Li, Shoot Studio
Client: Vathana Len, Daniel Vogt