In 2014, Mycotech started this idea from scratch at a lab-scale: experimenting with mycelium (inspired from tempe, Indonesian traditional food made from soybeans) as a material using rapid prototyping and lean method as their approach. They also developed the material by collaborating with other brands by infusing mycelium into various products. Finally, in 2019, they got an opportunity to grow and enter a new, wider arena. To anticipate this, they needed to improve the branding and positioning in the industry. We helped Mycotech to change their positioning into a lab with a new name MYCL and created its brand architecture in which they’re able to develop the mycelium as the core material.