MUD

2019

Welcome to the tribe.

Vision Values Brand & Rituals

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Why I started mud.

I loved my morning ritual. I started mud because coffee wasn’t worthy of being mine.

I’ve been working in the tech space as a designer for around 6 years now with experience in agencies, public companies and startups including 3 of my own. I’ve been training Jiu Jitsu since I was a child and have an attraction to challenging myself; crossfit (3x week), climbing (3x week) and the occasional triathlon. My nights were typically spent painting, where I’ve grown from a hobbiest to side career (@somanypossibilities). On paper, this restless combination made me the ideal target for a coffee addiction. And it got me. I noticed my stress levels rise, my sleep quality drop resulting in this vicious cycle of being tired, being amped, being anxious and needing more espresso to maintain a baseline level of awakeness.

It’s a tough habit to kick, coffee is a hip appendage and we are all sold the promise that it will make you do more and do it faster. However, I’ve always prided myself on cultivating my ability to identify what I want in isolation from the pack. In the US consumption has grown to 3.2 cups per day (over

300 mg of caffeine) along with anxiety rates and sleeping pill prescriptions. I wasn’t mad at coffee, just disappointed.

It’s a tasty and addictive vessel for the drug caffeine, but that’s about it.

I didn’t feel content with coffee as my ritual for the things I was pursuing.

I took a sabbatical and did an artist-in-residency in Goa, India. I lived there for 6 months painting, surfing and drinking chai. On every street corner you’ll find a bearded man covered in rags working the various pots and kettles of the golden brown brew. There’s no to-go cups. No grande, venti, or talls.

No barista competitions. Just a piping hot blend of of cardamom, cinnamon, ginger, pepper, cloves and other spices into a small glass for you to enjoy in his presence. Masala chai has trace elements of caffeine (from the black tea leaf) to induce alertness with an amalgam of spices proven to help with inflammation, digestion, and pain relief. I became a regular.

I came home from 8 months abroad and began experimenting with a drink I would drink every morning. It need both a taste and performance profile.

I started experimenting with various

superfoods and using Masala Chai as the base. I had been doing intermittent fasting and added more cinnamon to help with cravings. Turmeric was added to fight off inflammation from exercise, cacao for taste and its energy benefits.

I heard about various mushrooms and they fit perfectly into the benefit profile I desired. When combined I had a drink optimized mind, body and ritual.

I would take a mug of this elixir with me everywhere I went. Friends and colleagues would ask me “What the fuck is that”, I would tell them, “it’s mud.” They would subsequently laugh, grimace and ask to try it. They would like it.

Fast forward 2 years and I noticed benefits in my mental, physical, and emotional capacity. I was getting less sore after workouts. I could eat less and do more work — often times better and faster.

I slept better and felt more resilient. It felt like mud was what coffee always aspired to be.

After a night out enhanced by a small amount of psilocybin I woke up with the overwhelming belief that the benefits of mud would appeal to the masses. I spent the weekend designing the brand, packaging, and website before launching the company two days later on May 15th 2018.

I created this drink for myself. It was my own exploration of finding the ingredients I believed in to solve my need. I called it MUD\WTR™ and I’m grateful to be sharing it with you.

Shane, Founder

Whenever you find yourself on the side of the majority, it is time to pause and reflect.

Mark Twain

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Mission

We create products and experiences which optimize the mind, body and spirit.

Values Meditate daily.

Grow strong, not fat.

Fuck fear, live on your edge.

Be the best in the world at what you do.

Don’t gossip.

Optimize for speed, and fun.

Strengthen & trust your intuition.

Celebrate your success, small one’s too.

Mission & Values

Be impeccable with your word.

Cultivate a beginners mind.

Be a steward to your tribe.

Be grateful.

Evolve the status quo.

Make sleep a priority.

Consider the impact on the environment.

Make people better off for knowing you.

Criticize broadly, praise directly. \

Our Tribe Those who seek their highest potential will do so through stress, whether it’s physical from the gym or psychological from their career stress is a right of passage to growth. Our customer knows this and wants a morning ritual that takes this into consideration, it gives one energy without the downside.

(ROUGH draft)

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Our Tribe

Our Brand Personafied

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Donec sodales gravida sem. Sed lorem orci, ornare ac rutrum in, blandit blandit arcu. Mauris dapibus, ligula sed hendrerit accumsan, risus ex efficitur dui, in scelerisque enim risus et est. Nulla eleifend pulvinar lacus, ut eleifend orci aliquam vitae. Vestibulum non tristique sem. Pellentesque porttitor sapien quis neque vehicula, et blandit ante ultrices. Ut aliquam ullamcorper purus in cursus. Interdum et malesuada fames ac ante ipsum primis in faucibus.

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:primary logo

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Charcoal

#232323

Bark

#232323

Leaf

#232323

Clay

#232323

Logo, Colors & Vibe

Colors & Vibe

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“ Chai believe I can fly.

Support your local sunrise.

F*ck your coffee.

Enjoy your mud.

Mud fam.

Mud gang.

Our Language

“ Superfood chai.

Chai and cacao had a healthy-ass baby.

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Ritual Daily Rituals Sleep >7.5 hours Drink > 8 cups of water Fast > 14 hours Meditate Sweat Slack Standup

Quarterly Rituals 24 Hour fast and digital detox

Annual Rituals 3 Day retreat in nature Personal development grading 5 Day cleanse Personal goal setting

Ceremony Momentum \ Mondays \ 10:30 am

Reflection \ Fridays \ 10:30 am Breathwork Growth, retention, ops & finance report Shoutouts Breathwork

No phones allowed.

Breathwork Goals for the week Blockers Breathwork

Vision \ 1st of qrtr \ 10:30 am Breathwork Previous quarter OKR grading Brainstorm Draft up new OKRs Breathwork \

Chai believe I can fly.

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