MURI is a small urban blendery from Copenhagen creating non-alcoholic drinks rooted in culinary techniques, experimentation and unexpected ingredients. The packaging design was developed as part of a wider brand refresh, with labels playing a central role in expressing both how the drinks are created and what defines the brand.
The idea of blending is translated into a bold, graphic visual language built around abstract blend patterns, allowing the complexity of each product to be communicated visually without relying on conventional beverage cues.
A bold, timeless logo brings clarity and confidence across the range, ensuring strong recognition in retail, bar and restaurant environments. A symbol representing MURI’s urban blendery appears throughout the packaging. Referencing the distillery tanks used in production, it grounds the brand in its place of origin and embodies the meeting point of craft and curiosity – where research and experimentation come together.
The design system is flexible and expandable, spanning permanent signature blends, limited editions and small-batch releases while maintaining consistency and recognition. All labels use the same textured material, establishing a consistent tactile base across the range. Signature blends remain off-white with a single abstract pattern in a product-specific colour. Limited editions introduce colour more prominently, with a key ingredient abstracted using the same visual language.
Handwritten elements are used selectively to reference notes from the blendery’s R&D process, highlighting key ingredients and techniques from the recipes. On very small batch releases, product names and key ingredients are written directly onto each label by hand, making every label unique and signalling both the experimental nature of these releases and the human expertise behind each blend.
Across all products, subtle finishes add depth and materiality, while the scale and hierarchy of logo, symbol, pattern and colour ensure clarity and recognition across physical shelves, bars, restaurants and digital environments. The result is a conceptual yet functional packaging system that has enabled growth and experimentation, allowing new products and collaborations to be introduced without diluting the brand.
