There Is No U In Dairy-Free, But There's A U In MU

by Alianne Valladares-Prieto on 03/05/2021 | 2 Minute Read

Studio Unbound released an Irish Cream Liqueur at the start of 2021. As an ode to traditional dairy milk, as well as the rich history of Irish Cream, they set out to create a new and refreshing look for an otherwise centuries-old, after-dinner beverage. The incorporation of the Irish knot on the neck of the bottle pays tribute to the origin of the liqueur, while a playful cow-shaped icon stands as the MU logo. The spelling of ‘moo’ with a ‘u’ provides a sleek and modern take.


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Studio Unbound is stepping into 2021 with a bang, unveiling their latest concept: MU, a new and subversive Irish Cream Liqueur. The year 2020 required real improvisation and, in true vagabond style, Studio Unbound rose to the challenge. They always have an ear to the ground, staying up to date with our ever-changing world. With a surge in incentives for plant-based milk, and it fast becoming the new ‘norm’, dairy milk producers are now having to focus on delivering a premium product. 

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Dairy milk consumption is no longer an everyday event but is instead reserved as a treat and regarded as something of a luxury. With this new shift in perspective, Studio Unbound has used the opportunity to take something traditional, such as Cream Liqueur and turn it on its head, bringing something new to the forefront.

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Studio Unbound set themselves the task to challenge the perception of Irish Cream Liqueur as being an outdated and unfashionable choice of drink. Their approach is a stripped-back look to showcase the purity of the product, this also gives it a more contemporary feel compared to the market. Although minimal, the design details of the bottle are boldly intentional and true to the nature of the product. On first impression, you see the bottle is shaped like a milk churn and upon closer inspection, the neck reflects an Irish knot. This is a nod to the product’s heritage and emphasis on the creaminess.

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The logo itself is embossed in the centre, leaving negative space between the letters, where, if you look carefully, you notice a subtle, yet sophisticated imprint of the cow’s head. Once you see it, there’s no missing it.

Editorial photograph
Editorial photograph
Editorial photograph
  • Designed By: Studio Unbound
  • Instagram: @studiounbound
  • Founder and Creative: Martyn Garrod

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