Tierra Madre

Ancient Fungi, Modern Ritual

2026

Creative Direction · Brand Identity · Packaging Design · AI Art Direction

Tierra Madre is a functional mushroom brand rooted in the mycological traditions of Oaxaca- a region where the relationship between land, fungi, and human knowledge runs deep. The brief was to build something that took its source seriously. Not wellness as trend. Mushrooms as lineage.

The identity is built around a modular glyph system drawn from Oaxacan cultural symbols-each mark carrying specific meaning.

The system is designed to flex across touchpoints while remaining rooted in a single visual logic.

CAMPAIGN DIRECTION

The campaign was built around a single tension: ancient knowledge, modern form. Rather than casting mushroom supplements in the language of clinical wellness, the visual world of Tierra Madre lives in Oaxacan light-dusty, warm, analog. I developed and art directed a series of images informed by vintage ethnobotanical archives and Mexican documentary photography, using AI as a directorial tool rather than a generative shortcut.