SHAMANI — Building the #1 Functional Mushroom Supplement Brand in Georgia
Lead
SHAMANI is a full-scale EVO BRAND project — from concept and positioning to product architecture, identity, digital ecosystem and go-to-market strategy. We developed a complete brand system that brought SHAMANI to market leadership in Georgia.
Context
The supplement market has been growing rapidly, but in Georgia the mushroom and herbal segment lacked strong, modern brands. Consumers were looking for natural solutions for stress, energy, sleep and productivity.
Challenge
Create a brand from the ground up and achieve positive unit economics from month one. Build a product portfolio, identity, website, marketing system and ecosystem capable of leading the category.
Insights
— Rising demand for natural support for stress, sleep and focus.
— Strong attraction to the “unknown”: rituality, plant knowledge, modern mysticism.
— Weak design standards across the category.
— Growing offline demand with no dominant local player.
Solution
Brand Strategy
Developed a clear value proposition merging scientific credibility with a subtle layer of sacred aesthetics. Defined the brand architecture and long-term growth model.
Product Development
Created four product lines with distinct formats. Designed effective formulas based on user triggers. Introduced Special and Limited Editions to sustain momentum.
Identity
Premium dark visual language with bold color coding. Packaging that stands out both online and on shelf. Scalable system for product expansion.
Digital
A multi-page website with a store, education hub and campaign landing pages. Conversion-oriented UX and strong visual storytelling.
Marketing & Launch
Pricing model, seasonal campaigns, launch formats. Expansion to marketplaces and retail. Community-driven content and educational media.
Ecosystem
— Shamani Lab: R&D and formula development
— Shamani Studio: video production and brand storytelling
— Shamani Edu: internal knowledge base and educational media
— Shamani Store: curated retail point
— Long-term roadmap for events and media activity
Results
— Profit-positive from the first month.
— Exponential revenue and profit growth.
— Market leader in the functional mushroom segment in Georgia.
— 30,000+ followers and a strong community.
— Presence in retail networks, marketplaces and the brand’s own offline point.
EVO BRAND’s Role
We delivered brand strategy, product development, identity, digital infrastructure and ecosystem design. AI-assisted analysis accelerated decision-making and product development.
Conclusion
SHAMANI became a full ecosystem brand and the dominant player in its category. A clear strategy and coherent execution allowed it not only to enter the market — but to define it.