The issue

Steel is one of the most environmentally harmful manufactured materials in the world, yet it is embedded in almost every aspect of modern production. I needed to identify an alternative material that was low-impact, high-performance, and capable of being shaped into a credible, desirable brand proposition.

The Process

What is an alternative material and how would i design a brand it? 

Research led me to Mycelium, a living fungi that can be grown and  moulded into durable, biodegradable structures. I used this as the foundation for Common Ground, a community-led materials brand, experimenting and adapting the concept as my research developed, including hands-on material testing in collaboration with architecture students.

The Outcome

Common Ground launched as a mycelium-based brand, producing kit bags that are low-impact, high-performance, and designed to decompose naturally at the end of their life cycle.The brand identity reflects its ethos ‘rooted in nature’ brining communities together through growth and craftmanship.