the order of mu // creative direction, graphic design
Brand development for independent coffee label. Smooth, modern, toy-like forms contrasted with raw adventure & photography. Philosophy & values-driven branding.  

--

fear nought, don’t look back.

the hunt for mu began as a daydream of a lost land, a sunken continent long since forgotten.

it’s this concept that inspires us, the idea that there’s always something left to be discovered, that maybe mu is still out there after all, just waiting to be found again. we picture mu as a playground hidden in plain sight, populated by non-human heathens and led by a colossus who preaches an order: fear nought, don’t look back. In other words, be fearless, show up and imagine who you could be, not who you were.

coffee makes sense to us- it’s still a dark art of sorts, its production unstructured and rogue. we make it for the square pegs, the wanderlusts, the never-say-nevers.

we haven’t found mu yet, but finding it isn’t the point. the point is the dream.