MUD\WTR debuts new packaging design at Expo West
Best part of Expo this year? Seeing MUD\WTR’s new packaging make it’s debut!
So proud of how this work has come to life:
- a cohesive architecture to help navigation
- imagery that shows exactly what the product is
- appetite appeal that supports the flavor story
- optimized messaging to help consumers shop with clarity
Working with a founder like Shane who is a creative and storyteller at heart is like adding rocket fuel to the design process. When the vision is that clear, the packaging stops being just a container and starts being a medium for the narrative.
Building a retail presence is one thing. Building a brand world that people want to live in? That’s the real work
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MUD\WTR occupies a unique space in the market: it replaces coffee, but it’s not tea. It delivers functional benefits, but it doesn’t move like a clinical supplement. In both retail and ecomm, that tension can create friction
Brands in this space can lean too far into the medicinal, losing emotional appeal or too far into lifestyle, losing credibility. The goal was to create a design architecture that could clarify the offer and scale as the portfolio expands from a single hero SKU into matcha, coffee, flavor blends and seasonal drops
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The old packaging had a dense ingredient list that put the work on the consumer to actually find out what each thing did. To make shopping easier, the new packaging highlights the most important benefits (energy + mental clarity + gut health).
And calls out the caffeine content and mushroom dosage so the functional value hits you the second you see it! Color is a visual shorthand built into the range. Solid color fields anchor the core rituals: OG, Matcha, Coffee- while gradients act as a quick visual cue for the flavored blends,
It is a simple rule that shoppers can understand at a glance
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Expo West always reminds me what makes our ecosystem amazing: We are all people who love to turn great stories into tangible brand experiences, bringing products to life that serve people
Thank you to Shane and Megan for such a wonderful partnership and for the work you do to educate us all- to resist reckless caffeination.
Because for years, I just lived with low grade anxiety and waking up at 3AM daily. It was just my baseline. Lo and behold- it was actually my caffeine intake
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As someone who can’t really process caffeine anymore, I can’t wait for stores to have coffee alternative sets as big as the coffee aisle itself!
Mushrooms in your morning cup: are you already a believer, or are you still a bit skeptical?!
