Branding · Web · Marketing
Muse Water
More than water. Refresh your mind.
Overview
MUSE is natural water from an aquifer 300 metres beneath the Nile Delta, and every bottle gives back: 15% of the profit goes to the Magdi Yacoub Foundation and Hand in Hand. We built the brand from the ground up: the logo, the packaging, the website and the marketing that carries it.
The challenge
Water is the ultimate commodity, and every label promises purity. MUSE had to feel calm and premium, and tell two true stories at once: where the water comes from, and what each bottle gives back.
The idea
The packaging is drawn from elevation maps: contour lines that chart the water’s path from the river through sand, gravel and limestone into the aquifer. A soft lowercase wordmark, a ribbed bottle designed to be held, a palette of Nile teals, and a website that tells the story as you scroll, from the source to the bottle to the two editions, AURA and HOPE.
People don’t remember a water. They remember how it made them feel, and what it stood for.
Logo
A soft, lowercase wordmark: calm, modern and easy on the eye, like the bottle it sits on.
Colour
From the deep aquifer to the cream of the desert.
Typography
Cormorant Garamond for the poetry, DM Sans for everything you read, and DM Mono for the small technical details: depth, volume, origin.
Voice
“A pause in a fast-moving world.”
“Because of you, this is more than water.”
Editions
Every bottle gives back.
AURA
The edition that helps restore the city.
HOPE
The edition that helps heal its people, funding life-saving heart surgeries.
15% of profit
Shared with the Magdi Yacoub Foundation and Hand in Hand.
What we built
One brand, from the bottle to the feed.
Identity & packaging
Wordmark, colour, type and the contour-line system wrapped around the bottle.
Website
A scroll story through the source, the bottle, the editions and the partners.
Marketing
Ongoing content and campaigns that keep the brand calm, warm and consistent.
Applications
Calm on every surface.
Gallery
Highlights
Deliverables
- Logo & identity
- Contour packaging system
- Bottle & label design
- Storytelling website
- Ongoing marketing & content
Nodpet
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