Writer, strategist, go-seeker.
Writer, strategist, go-seeker.
Naming + Strategy + Verbal Identity
Ooma creates magic mushroom microdose blends to support mind, mood and wellbeing. The Ooma team crafted their product to support everyday mental health and personal growth, so Forner set out to present magic mushrooms in an entirely new light—not as indulgent treats, escapist fun, or productivity hacks, but as a transformative wellness practice.
The Ooma name elevates the “oom” in “shroom” to evoke expressions of delight, excitement and energy like “ooh” and “oomph” and conjure a joyful mood shift. Ooma sounds like a woman's name, making it more approachable.
To keep it accessible for newcomers, we wanted to ease concerns about “tripping out” without taking the dry, clinical route. Ooma makes life a bit brighter, so we wanted the brand to feel uplifting and inspiring.
With the strategic positioning "The Art of Transformation," we elevated Ooma to the art of improving mood and wellbeing. We carried the feelings-forward approach into our brand promise, allowing us to communicate with our audience about what matters most to them—how they feel. We also created an inspiring brand vision—cultivating a future of wellbeing—to build a sense of optimism that feels like the collective mood brightening into the brand .
‘The Mind Inspired,’ translates cognitive benefits into emotional ones, in a non-trippy way. By giving the mind a feeling, we’re able to tell our audience what to expect instantaneously and imaginatively.
To reassure people they won’t hallucinate or get addicted, we needed a compellingly calm message. ‘Ritual, Not Habitual. Happy, Not High.’ clearly and playfully addresses two key concerns, helping ease any friction.
We highlighted endless potential for personal growth through the key message “For Your Ever-Evolving World,” designed in a circular layout and animated in digital spaces. It communicates that mushrooms are a natural companion on your wellness journey, accompanying you as you grow and change.
Tonally, the brand is modern, elevated, approachable and enjoyable, blending imaginative, playful notes with welcoming, guiding tones for the right balance.
While microdoses are often called “stacks”, we borrowed the term “blends” from the wellness world to describe our offering. Rather than talk about mental health, cognitive function or neural networks, we rooted benefits in feelings, defining Ooma’s mushroom microdose blends as “for mood and wellbeing” or “for everyday ease and enjoyment.”
We created a variety of brand headlines that played with the subject matter without losing the plot. Approachable and playful, they explore themes of growth, enjoyment and optimism.
We transformed the final stanza of the brand manifesto into a campaign throughline.
Rather than focus solely on the product, we offered our audience something more inspiring to look forward to—themselves.
You, but in a brighter, better mood as you experience more enjoyment, wellbeing, and personal growth, every day.
With a mix of creative, playful, and reassuring messaging, the brand sparks curiosity, addresses concerns, and invites audiences into the Ooma world.
On the brand website, a combination of design and copy express the brand vision—that we can reimagine feeling, thinking, and being with mushrooms as our muse.
Visit HERE»
DESIGN: KATI FORNER, MATT GRIBBEN /// NAMING + STRATEGY+VERBAL ID+WRITING: ALLISON DOBKIN // WEB DESIGN: KATI FORNER, ALEX WALKER // WEB COPY: ALLISON DOBKIN