For Dr. Mush — a functional beverage launching with artist Aron Piper. We built the brand from the ground up. Starting with naming and concept creation, we developed a bold identity rooted in focus, creativity, and Gen Z culture. We crafted a narrative that blends adaptogens, nootropics, and rebellion — designing Dr. Mush as more than a drink, but a creative movement. Through visual storytelling and sharp positioning, we turned a product into a purpose-driven brand made to disrupt

The Challenge
Create a brand from scratch for a functional beverage that enhances focus and performance — backed by artist Aron Piper. It had to connect deeply with Gen Z creatives, stand out in a saturated wellness space, and feel more like a movement than a supplement.
What We Did

We started with naming — Dr. Mush — an intentional blend of science, irreverence, and curiosity. From there, we built a bold, rebellious concept: a brain-boosting beverage for the creatively obsessed. We designed the brand as a mindset — a tool to sharpen focus, unlock flow, and stay true to your craft.

We shaped the tone of voice, storytelling pillars, and visual direction to reflect authenticity, edge, and self-expression. This wasn’t just about launching a product — it was about launching a feeling.
The Result
A brand that speaks directly to a generation that craves meaning, performance, and freedom — all with a dose of rebellion. Dr. Mush is set to disrupt the market with a visual universe, narrative depth, and purpose that hits where it matters: the mind.