Mush Rush

MUSH RUSH is a pure and reliable energy drink you can trust. Made with zero caffeine, it is a new alternative to the crash from traditional energy drinks.

Mush Rush came to us as a startup looking to define who they are and how to show it to the world. Working with Mills Adams Designs we were tasked with building the brand from the ground up. We started with a visual audit and target market segmentation to develop our user personas. We then used this information to develop a full brand and visual strategy to set the foundation moving forward. For this project, I functioned as the Creative Director and Brand Strategist.

Services:

• Creative Direction

• Brand Strategy

• Market Segmentation

Agency:

• Freelance, Gooneybird Design

The Strategy: Let’s talk about mushrooms

Are we a mushroom company, a pure products company, an energy drink company or some combination of all three? These were key questions we needed to answer before touching the visual brand.

Here are some parts of the deck where we dove into target market segmentation, user personas, and a visual competitive audit.

The Brand: Ride the wave

We wanted to establish Mush Rush as the safe/health-conscious alternative to caffeinated beverages. The goal was to challenge the drink market, help you rethink energy, create good habits, and have fun while doing it. Mills Adams Designs was the primary designer on the project and I was the Creative Director.

The brand standards guide

To ensure consistency for anyone touching the brand, we built an extensive guide to be easily shared with partners and media.