Manual
Mush
Mush
Mush
How do you introduce high performance to the world of health food?
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 most demanding of consumers…crossfit enthusiasts. This cult-like following not only spoke volumes about the quality of the product inside the container, but also demonstrated the company’s potential for mass market growth.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—one that opened the doors to a new audience while staying true to the brand’s most fanatical consumers.
Our Approach:
Think beyond the apex athlete.
Performance comes in many forms. Whether it‘s a designer, a sales associate, or a weekend hiking enthusiast...everyone wants to optimize and get the most out of themselves, not just the professional marathon runner.
Invent our own category.
Ever heard of “overnight oats”? Neither had we. We figured we’d reframe something unfamiliar into slightly more tangible terms. After all, who cares about soaking time?...hence our use of the straightforward and descriptive term “ready-to-eat oats.”
Fortune favors the bold.
Standing out in the refrigerated section is no easy task. Use of a simple, streamlined, language-centric approach allowed us to juxtapose Mush against a sea of yogurt containers blanketed with the fastidious details of the pastoral dairy scenes and iconography.
Balance the minimal with the unrefined.
Mush is the perfect performance food––one that provides maximum nutritional efficiency. While made from simple, minimal ingredients, it’s important to remember these benefits stem from their deliciously natural, unrefined format.
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.
Bright, vibrant, and messy photography showcases deliciously unrefined foods that excite the viewer and further reinforce the grab-and-go nature of the product.
Copy uses short lines and active language to convey consumption on the go, while imparting a slightly irreverent tone to accentuate the uniqueness of the product.
