Brand creation · Product
A brand built from nothing — including the idea
Functional mushroom alcohol alternative, from initial idea to brand identity to shelf. Still trading, still growing.
MUUSH — full-width hero image
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The problem
The alcohol-free category was exploding, but most of it was imitation — beer without the beer, spirits without the spirit. There was room for a drink that wasn't pretending to be something else: a functional mushroom-based alternative with its own identity, in a cordial and a can.
What we did
Working with founders Dan and Matt, Ed created the launch concept and brand identity — Mynd Palace work in its rawest form: naming, brand identity, positioning, product direction and launch. Not a brand applied to an existing product, but a brand and product built together from zero.
The result
MUUSH is alive and trading, led by Dan and Matt. The brand has held up from farmers' market to shelf without a redesign — which is the real test of identity work. When we say we build brands from nothing, this is what we mean.
Related services
Need something like MUUSH?
Book a free 30-minute call. You'll talk to Ed — not an account manager — and you'll leave with something useful either way.