Background: 

MUD\WTR is a coffee alternative company with a mission to create healthy minds through healthy habits.  As they approached their fifth year in market, they set their sites on transforming from a beverage company into a 360° lifestyle brand through product expansion, content strategy and collaborative partnerships.  

Opportunity:

As the leader in the adaptogenic beverage space, MUD\WTR was uniquely positioned to deepen and expand their customer relationships through consistent strategic content and marketing.   To effectively do this, the team needed to be aligned on the brand identity and equipped with a roadmap for content strategy.

Outcome: 

T2 Strategy’s work led to the creation of MUD\WTR’s first-ever brand book and brand guidelines, allowing for accelerated marketing and partnership collaborations.  Additionally, T2 conducted a content audit that led to a fully articulated content strategy and editorial planning roadmap.  As part of this process, T2 facilitated the hiring of both a new managing editor and copywriter for the brand.  

This brand identity advisory and new organizational approach to content charted the course for future success through: 

• Consistent Brand Narrative and Visual Identity 

• Internal Alignment of Content Planning, Priorities and Process  

“Amanda quickly dissected what Mud\Wtr is all about.  As we looked to build our brand and scale our team she was instrumental in creating marketing tools and finding key people for our team to continue to grow.”

Mike Fox, CMO of MUD\WTR