Mush's New Identity Opens New Doors To New Demographics
by Chloe Gordon on 02/03/2022 | 2 Minute Read
In the endless aisles of snacks, bars, yogurts, and breakfast foods, you would be hard pressed to find a truly healthy option, let alone one that’s convenient and delicious. Mush created just that––a simple, wholesome, unique form of overnight oats that quickly gained traction among the fitness world. That said, if Mush was going to successfully make the leap from fitness fuel to everyday essential, it became clear we needed to craft a smart solution for the Mush identity and packaging––one that opened the doors to a new audience while staying true to the brand’s most fanatical consumers.
The logo makes an unapologetic and declarative statement, borrowing cues from Mush’s descriptive, self-deprecating brand name, while using subtly skewed letterforms to allude to the naturalness of the ingredients themselves.
Bold colors, typography, and pattern provide simple, direct, efficient communication, allowing the shopper to immediately understand the product, navigate flavor variants, and envision the texture of the food itself.
Copy uses short lines and active language to convey speed, convenience, and efficiency, while imparting a slightly irreverent tone that accentuates the uniqueness of Mush’s “ready-to-eat oats.”
Bright, vibrant, and messy photography showcases deliciously unrefined foods that excite the viewer and further reinforce the grab-and-go nature of the product.
The combination of simple shapes with slightly off-kilter alignment helps reinforce the organic, unprocessed nature of the ingredients.
- Photographer:: Maren Caruso
- Design Agency: Manual