+ MYCELIUM FEEDS

Zander developed Mycelium Feeds as a response to opportunity and vertical integration. With grain already available as a byproduct of another Mycelium brand, the business was uniquely positioned to enter the bird and animal feed market with speed and efficiency. Rather than launching a limited assortment, the strategy embraced rapid market validation through an initial rollout of more than 150 SKUs across multiple species, formulations, and feeding applications, allowing real customer demand to shape the long-term product portfolio.

Zander led the brand from concept through execution, developing the visual identity, packaging architecture, product categorization, and creative systems that supported an unusually large and complex SKU ecosystem. Beyond packaging, he designed the ecommerce experience, including the website, product detail pages (PDPs), and digital merchandising strategy, ensuring customers could easily navigate hundreds of products while maintaining a cohesive brand experience. The design system balanced consistency with clarity, using color, iconography, and information hierarchy to distinguish species, formulations, and ingredient profiles without sacrificing shelf impact or usability.

As performance data and customer insights emerged, the portfolio evolved into a more focused assortment centered on its highest-performing products. Mycelium Feeds demonstrates how strategic design, ecommerce, and product architecture can work together to support rapid experimentation, operational efficiency, and scalable growth. Rather than serving as decoration, the brand system became the foundation that enabled a complex product ecosystem to function seamlessly across retail, digital, and manufacturing.