Dr. Mush
Creative Strategy, Naming, Concept Development, Creative Direction.
A brain-boosting beverage
We partnered with artist Aron Piper to build Dr. Mush from scratch a functional drink designed for focus, crafted for creatives, and wrapped in rebellion. From naming to narrative, we created a brand that doesn’t just sell a product it sells a mindset.
the case
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.