MycoVita
STEADFAST
Presented by
STEADFAST

A website for what you’ve built

Four creative directions for the MycoVita site, ready ahead of Bragança.

Human-led. AI-operated.

Steadfast Consulting · August 2026

MycoVita
STEADFAST

01 — The ask

What you asked for

“We just need a website stating what we do. Who we are — the doctor, Claudio, Jeff, myself, who the partners are.”

August planning call

“It should be something that explains why we’re a biotech company.”

August planning call

“Maybe we have use cases — like chicken feed, coffee. Farming, agriculture, personal use.”

August planning call

“People can find the product that we have for sale, and then they can order. That’s it.”

August planning call
MycoVita
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01 — The ask

What we agreed in the room

Shape

A corporate site with the shop attached

Company first, with product purchasing as a secondary feature. Home, about and bios, products and applications, contact. Shopify confirmed as the platform.

Sequence

Phased, with Bragança as the marker

Phase 1 — brand identity and the corporate site: who we are, what we do.

Phase 2 — full product pages, the Shopify store, expanded content.

Live before the conference, 22–25 September.

MycoVita
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02 — Industry context

Three things happening in this category

01

The consumer category has converged on one look

Functional mushroom brands share a visual language so closely they read almost interchangeably. It is a well-tested formula, and it works for them.

SoThere is room to look distinct without straining for it.
02

Upcycled inputs are where the interest is

Investors are paying close attention to companies creating value from waste streams. Coffee by-product in particular is an active area of valorization work.

SoYou are natively what others are retrofitting toward.
03

Claims are getting harder, process is getting easier

Health Canada and EU Regulation 1924/2006 keep tightening what a functional food brand may claim. Brands built on benefit claims are increasingly exposed.

SoYour constraint is also your opening. Leading with process is safer and more credible.
MycoVita
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03 — Our positioning

How we read the ask

The ask, as stated

“A website that states what we do, who we are, and lets people buy the coffee.”

Entirely reasonable, and the version most agencies would build straight. It produces a competent mushroom coffee site with an about page attached.
How we have positioned it

A site that shows MycoVita converting a waste stream into three commercial lines — with the coffee as the first proof, not the subject.

Same pages, same shop, same phasing. The difference is what leads. This version answers “why we’re a biotech company” structurally, rather than by asserting it in a sentence.
MycoVita
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The idea behind it

The strongest thing you have is the loop.

Coffee production discards husk and silverskin by the tonne. You take that by-product and run it three ways: as the substrate the mushrooms grow on, as the feedstock behind Lysofeed, and as the functional ingredient in the coffee that goes back out to market.

Most brands in this category are selling a feeling. You are selling a conversion — and your own investor deck already names it: Waste to Wealth.

MycoVita
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04 — Our approach

How we worked

01

Started from your material

The company description, Lysofeed findings, patent position and cultivation protocol all come from your own decks. Nothing about the business was invented.

02

Built pages, not mockups

Each direction is a working website you can scroll on your phone right now. What you approve is what you get.

03

One build underneath

All four run on a single custom Shopify theme. Choosing is a design decision, not a rebuild — and reversible after launch.

04

Designed around real constraints

No US shipping. No health claims. Lysofeed shown as in development. The founder unnamed until ready.

MycoVita
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05 — The directions

Four answers to one question

How visible do we make the loop? Each direction takes a different position — from a finished product with the process kept behind it, through to the conversion being the whole identity.

Process kept behindProcess out front
A · Specimen Room
D · Ritual
B · White Paper
C · Circular
A — Specimen RoomThe finished product leads; the process sits behind it.
B — White PaperThe evidence leads; the work is documented in full.
C — CircularThe conversion leads; the loop is the identity.
D — RitualThe object leads; the process is present but kept quiet.
MycoVita
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Direction A
A
Specimen Room
The product, beautifully kept

Deep forest green, brass foil and bone paper. Products presented as plates in a collection — index numbers, latin binomials, specimen data as ornament.

TypeFraunces / Archivo / IBM Plex Mono
Reads asEstablished premium brand
Strongest forRetail shelf, gifting, desirability
Worth weighingThe most editorial of the four — and you flagged in August that editorial can read as lifestyle rather than biotech.
Open live page →
MycoVita
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Direction B
B
White Paper
The work, documented

Light, systematic, high contrast. Grotesque headlines over serif body — the inverse of A. Images in bordered plates, nothing rounded. A well-set technical report.

TypeFamiljen Grotesk / Newsreader / DM Mono
Reads asResearch institute
Strongest forBragança — peers, licensing partners
Worth weighingNo peer will misread this one. The trade is warmth: the most restrained of the four, and least likely to sell a bag of coffee on its own.
Open live page →
MycoVita
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Direction C
C
Circular
The conversion, out front

Coffee husk tones and roast-dark grounds with an ember accent in place of gold. Heavy headlines, oversized process numerals, hard edges. Material and industrial.

TypeBricolage Grotesque / Figtree / Martian Mono
Reads asMaterials manufacturer
Strongest forInvestors, and a story only you can tell
Worth weighingThe only direction built to hold Lysofeed and the agricultural line as equals to the coffee. Also the boldest, so it rewards committing fully.
Open live page →
MycoVita
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Direction D
D
Ritual
The object, lit out of the dark

Warm near-black throughout, product plates staying light so they read as lit vitrines. Compressed capitals, pewter hairlines, a great deal of space.

TypeArchivo Compressed / Azeret Mono
Reads asLuxury goods house
Strongest forPremium retail, gifting, shelf presence
Worth weighingDeveloped from Territory 3 of your earlier concept round. Sits close to A — both lead with the object, so the choice is temperament: warm heritage, or dark modern.
Open live page →
MycoVita
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06 — Side by side

How they compare

A — Specimen RoomB — White PaperC — CircularD — Ritual
How much process showsKept behindDocumentedOut frontPresent but quiet
Reads asEstablished premium brandResearch instituteMaterials manufacturerLuxury goods house
ResearchersGoodStrongestStrongGood
InvestorsGoodStrongStrongestStrong
Retail shelfStrongGoodStrongStrongest
Room to growCoffee-centredCoffee-centredHolds all three linesCoffee-centred
Asks of youComfort with an editorial feelComfort with restraintCommitment to a bold lookConfidence in restraint
MycoVita
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07 — Schedule

Delivery to Bragança

Activity
W/C 24 Aug
W/C 31 Aug
W/C 7 Sep
W/C 14 Sep
W/C 21 Sep
Phase 1 — Brand and corporate launch
SOW signed, deposit receivedMycoVita
29 Aug
Source material suppliedMycoVita
Discovery sessionJoint
Direction lockedMycoVita
29 Aug
Content brief confirmedMycoVita
2 Sep
Brand developmentSteadfast
Corporate site buildSteadfast
Copy developmentSteadfast
Analytics, tagging, trackingSteadfast
Client review and revisionsJoint
Legal read on claimsCounsel
Phase 1 liveSteadfast
19 Sep — delivery
Phase 2 — Commerce build-out
Products ready, client confirmsMycoVita
On confirmation · approx. 3 weeks
Bragança conferenceFixed
22–25 Sep
Steadfast MycoVita / joint Milestone Dates assume signature by 29 August
MycoVita
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08 — Next steps

What we need to finalise

The one thing we need today

A direction. Once that is settled we can move quickly on everything else — and settling it this week gives us comfortable room rather than a rush at the end.

The logo · MycoVita

Confirm the rights position with the original artist, and commission proper master files.

Shopify account · MycoVita

The theme is built and ready to upload. Account and billing must exist before anything goes live.

Bios, blend names, pricing · MycoVita

Two leadership entries and all product names are placeholders.

Packaging and photography · Together

All imagery is AI-generated placeholder. Either build packaging to match, or shoot before launch.

What we can publish · MycoVita

Confirm patent status and compositional figures before go-live.

A legal read on claims · Your counsel

A short review of the disclaimer and the biology section.

MycoVita
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You have the science. Let’s make it easy to find.

A patent, a working production line and a genuinely original process — the site’s job is simply to let people see it. Pick a direction and we will have you live well before Bragança.

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joel@wearesteadfast.ca
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