To develop a strategy around a new Design Target, I wanted to do a deep dive researching the existing consumption audience, macro and micro trends, and potential white space opportunitues for MUD\WTR to capitalize on. An informed vantage point is required to do that with any meaningful impact.

I looked at the global landscape of the industry, main competitors, growth and relevant macro trends that might influence growth opportunities. I incorporated a classic SWOT analysis among the other findings to maintain a vantange point of potential pitfalls or other threats to the company’s economic health.

After establishing a foundation of statistical data, it was time to dive into a more anthropologic approach — who are we going after, what do they value, and how do we as a brand reach them. I started by identifying existing groups in our Aspirational Audience. I narrowed down on two existing subcultures that share common ground in psychographics and behaviors:

1. Bio-Hackers

2. Holistic Health Enthusiasts

The benefits of functional beverages appeal to both groups for a variety of reasons including:

• Performance

• Vegan / Plant-Based Preferences

• Prioritizing Gut Health

• An emphasis on preventative health practices

• No sugar diet

In order to dive deeper in the psychographics and behaviors of the subcultures, I conducted a series of interviews to gain insight and overlapping value systems.

Squeezing the most potential out of each day and themselves, while pursing habits and products that also yield longevity and sustainability.

BIOZEN CHAMPIONS

This group of tenacious leaders combine the curiosity and experimentation of the biohacker, the holistic focus on plant based medicines and longevity, and the will and drive to excel in life: mentally, physically, and professionally. They embody the phrase
Aggressive Serenity.

SHARED ATTRIBUTES

Brand Values:

YOUR BEST MENTALLY:

We want everyone to feel power and agency over their own mentality. Functional mushrooms are a powerful alternative to the status quo - to unleash all you have to offer.

Back to MUD\WTR

MUD\WTR exists to build the ultimate YOU, one sip at a time.

Functional mushrooms are essential to a vibrant life.

YOUR BEST PHYSICALLY:

By offering high quality mushroom based coffee alternatives, we deliver the superior solution to your physical well-being than caffeine.

YOUR BEST GLOBALLY:

MUD \ WTR provides a sustainable coffee alternative that keeps you, and the planet, at their best. From sustainability in sourcing (all mushrooms are grown California)  to an emphasis on regenerative farming, and eco-friendly packaging, MUD\WTR’s commitment to the planet is as strong as our commitment to you.

SHARED VALUE DRIVERS

PERFORMANCE

Both mental and physical optimization are a top priority for our aspirational audience. They don’t settle. They excel.

LONGEVITY

None of our early adopters burn out too soon. This emphasis on longevity is centered in a balanced life, diet, and self. Longevity is achieved through small, repeated action.

AGNECY

Power and agency over one’s self is critical to our audience. Maintaining habits that empower them to accomplish their goals, avoid reliance on western medicine through preventative practices, and foster an acute self awareness is a non-negotiable.