Hyphae: a Non-alcoholic Beverage that Harnesses the Power of Mushrooms

Hyphae is a line of premium non-alcoholic nightlife beverages that harness the invigorating power of functional mushrooms in combination with nootropics and adaptogens to help consumers stay relaxed and engaged. Designed by second-year students Helen Chen, Bart Haney, Yuko Kanai, and Wes Rivell, the product responds to the growing ‘Sober Curious’ movement, where people are reevaluating their relationship with alcohol and exploring sobriety.

“The product responds to the growing ‘Sober Curious’ movement; the world is ready for an alternative to alcohol that can make you feel good all the time.”

The Hyphae team explained their inspiration behind the product: "Many social activities are centered around alcohol because it can provide a lot of delightful things for us—unfortunately in crude and unhealthy ways. Alcohol acts as a social lubricant, easing anxiety and reducing inhibitions, but the benefits are temporary compared with the long-term adverse health effects. The world is ready for an alternative to alcohol that can make you feel good all the time."

Their research found that 52% of adults in the United States are either currently trying or have previously attempted to reduce their alcohol intake (according to a 2019 report by Mordor Intelligence). At the same time, the functional beverage market is projected to grow to $208 billion globally. The functional foods market has the forecasted worth of $34.3 billion globally, with functional mushrooms expecting a huge demand.

Hyphae acknowledges that the choice to opt-out of dominant drinking culture is a mature one, and one's choice of drink should reflect that.

The Hyphae team observed that the current landscape of non-alcoholic drinks lacks innovation and sophistication. "'Mocktails' and 'virgin cocktails' are too juvenile. Shirley Temples and sodas are too sweet. Seltzers can be bland and pedestrian. Hyphae acknowledges that the choice to opt-out of dominant drinking culture is a mature one, and one's choice of drink should reflect that."

Ingredients and Flavors 

Hyphae is made with a kombucha base to create a sophisticated sour-tart palate. There are no added sugars, and the drinks are flavored with fresh fruits, herbs, and botanicals. The current line is composed of three function families, Vitality, Bliss, and Serenity—each providing a different type of mood enhancement provided by the combination of functional mushrooms, nootropics, and adaptogens. Mushrooms play a particularly important role in the product. Through their research, the team found that mushrooms improve wellness and cognitive functions, memory, creativity, mood, and motivation.

Target Market 

The team shared that Hyphae is targeted towards people in their mid-20s to mid-30s, who are "proudly blurring the lines between personal wellness, professional life, and social status. They value balance in those three areas, without compromising one over the other. Therefore, when it comes to nightlife socializing, they want to feel revitalized after a night out." 

Branding 

Hyphae's branding draws inspiration from mushroom textures, nature-inspired modern interiors, and the warm and seductive tones of arthouse cinema. "The primary palette distills the spectrum of psychedelia to convey a tempered curiosity that is even parts joyful and grounded," Helen shares, "The colors reflect the moods that each Hyphae beverage creates—a sense of social intimacy, connection, and emotional warmth. The secondary palette serves as playful accent colors for advertisement and marketing content to add an additional layer of vibrancy to the brand." To create brand awareness, the team will create pop-up events in collaboration with venues to promote the drink as well as educate the public about the power of mushrooms.

Product Design & Environmental Impact 

The Hyphae bottle is handmade from ceramic with a crackled glaze—no two bottles are the same. The bottle cap is made from walnut wood and cork, with a shape that evokes a mushroom. Bart explains that their intention is for the bottle itself to be an object of desire that the owner wants to keep and reuse as a decorative item, such as a vase. For wholesale customers, such as bars, the team designed a collection service where the used bottles are picked up and washed for rebottling. "We want to reduce our waste footprint and also see the value of mushrooms as a powerful ingredient for additional reasons, such as mycoremediation."