Full Pin

Integrated Award — Rebrand/Refresh

Rethink

Vancouver, British Columbia, Canada

Founded by two former engineers, Full Pin has mastered the art of growing gourmet mushrooms with uncompromising speed, quality and precision. It’s no wonder they’ve quickly become the go-to choice for top restaurateurs (their name is even a Québécois idiom meaning “full speed.”) Full Pin needed a brand identity that captured their unique approach.

Drawing inspiration from the fastest of them all—motorsports—Rethink fully embraced its aesthetic, from checkered flags to pit crews. Rethink overhauled Full Pin’s brand identity from the ground up, creating a dynamic wordmark, an “FP” monogram, racing-inspired photography, compostable packaging, pit-crew inspired uniforms and a suite of icons for each mushroom variety.

The rebrand helped Full Pin’s restaurant and food service clients grow by 18% in an already saturated market. Social media engagement rose by 63% and website traffic by 46%, fuelling an impressive 200% increase in direct-to-consumer sales.