ferreiracreative.com
June 2026
MOG
Workbook
Landscape
Kyle, Katy & Ron — really great working through this together. What we're building with MOG has real potential, and the right design system can do a lot of heavy lifting as we move toward your fundraising conversations.
What we're building here isn't just a logo or a can. It's a full design system, with wordmark, color palette, typography, label architecture, and flavor variants. Each a separate deliverable, called out below.
- Brand Discovery Session & signed creative brief
- Brand direction and positioning review
- Wordmark / logo concept — 3 directions
- Color palette and typography selection
- Can label design, front panel — 3 directions
- Approved direction refined to full label
- Front panel, back panel, legal copy panel
- UPC and ingredient placeholder areas set
- Print-spec production-ready files
- Printer consultation on constraints
- 25% deposit ($875) on signing
- Balance invoiced at start of following month
- 3-week delivery from cleared deposit
- 2 rounds of revisions included
- Additional revisions scoped & quoted separately
- No design begins before brief is signed
- Flavors 2, 3, and 4 label designs
- Full label per SKU — front, back, legal panel
- Consistent flavor color and icon system
- Production-ready print files, all 4 SKUs
- Consolidated asset package for printer
- 25% deposit ($625) when Phase 1 is approved
- Balance invoiced at start of following month
- 2-week delivery from deposit
- 1 round of revisions per SKU included
Nothing unnecessary, nothing misleading.
Stronger, clearer, more balanced daily.
Progress over perfection. Approachable and human.
Small daily choices create meaningful change.
Modern, clean, optimistic, and functional — energetic, trustworthy, and human.
Poppi, Olipop, Bai, Celsius, and enhanced tea brands like Ito En, Pique, and Pure Leaf Plus.
Doctor-formulated functional stack (creatine, collagen, chromium, prebiotic fiber, paraxanthine) in clean, great-tasting teas.
Clear functional benefits, clean formulation, modern design, strong flavor appeal, approachable wellness vitality.
Low initial brand awareness, crowded category, need to educate consumers on creatine and collagen in tea.
A simple, enjoyable way to feel stronger, clearer, and more balanced through clean functional ingredients.
Health-conscious, active adults who want effective functional benefits without the hype.
Lifestyle-driven consumers seeking clean beverages for beauty, balance, and vitality.
Adults 25–55 who prioritize wellness, performance, and clean daily habits.
Slight female lean (60/40), intentionally designed as gender-neutral.
Clean ingredients, real functional benefits, modern design, a simple path to feeling better.
“Elevate Your Day” — energetic, optimistic, wellness-forward.
Clean. Functional. Modern.
A refined, iconic wordmark with an ownable symbol communicating vitality and functional wellness without relying on explanatory text.
Simple, readable, energetic, clearly communicates the MOG acronym.
Feels like a concept label. Color-coded words limit flexibility across packaging and future extensions.
Poppi, Olipop, Liquid I.V., Athletic Greens — modern, clean, symbol-driven identities.
A modern, iconic mark that communicates clean functional wellness at a glance and works across all formats.
Strength & performance. Supports muscle recovery.
Beauty & recovery. Skin, joints, and tissue.
Appetite support. Helps carb metabolism.
Digestive health. Supports gut health.
Clean energy. Natural caffeine metabolite for smooth, sustained focus.
Clean, great-tasting delivery that makes daily wellness simple.
| Brand | Category | Audience | Price | Tone | Dr.-Formulated | MOG Overlap | MOG Advantage |
|---|---|---|---|---|---|---|---|
| Celsius | Performance Energy | 18–35, gym | $2.49–2.99 | Aggressive, loud | No | Gym channel, creatine | Doctor-formulated stack, collagen/beauty, tea format |
| Poppi | Prebiotic Soda | 18–35, female | $2.29–2.79 | Fun, social | No | Gut health, female audience | Formulation depth, performance angle, tea format |
| Liquid Death | Premium Water | 18–35, male | $1.99–2.49 | Ironic, bold | No | Bold naming approach | Actual functional benefits, wellness credibility |
| AG1 | Daily Supplement | 28–50, premium | $3.50–4.50 | Serious, premium | Yes | Doctor credibility, functional stack | RTD format, tea, gym distribution, lower price |
| Olipop | Functional Soda | 25–45, female | $2.49–2.99 | Warm, botanical | No | Prebiotic fiber, wellness | Performance stack, creatine/collagen differentiation |
| MOG | Functional Wellness Tea | 25–55, 60/40 female | $2.99–3.49 | Clean, confident, modern | Yes — MD-backed | — | Unique stack + tea + doctor backing + gym distribution |
Extremely loud. Bold color-coded flavor system, aggressive fitness imagery. Dominates the energy/performance set.
Temperature/science reference. Gender-neutral but skews gym-bro.
Slim 12 oz. Bold condensed type. Macro callouts (caffeine, 0 sugar) dominate front.
"Live Fit." Performance-first. Heavy athlete endorsement.
Energy aisle. Costco, Target, Walmart, gyms.
Modern · Serious-Playful · Simple · Inclusive · Affordable · Informal · Masculine · Loud · Rugged · Youthful
To power athletic performance through clean, effective energy.
To create the leading functional energy brand helping people achieve their fitness goals.
Performance, transparency, innovation, fitness culture, accessibility.
18–35, gym-goers.
Pre-workout energy, zero sugar.
Cleaner ingredients, less aggressive.
Gym, convenience, mass retail, Amazon.
Extremely distinctive. Bright Gen Z palette, bold illustrated can art.
Friendly, nostalgic. Gender-neutral with a female lean.
12 oz slim can. Large illustrated fruit hero. Prebiotic Soda clear on front.
"Be Gut Happy." Fun, approachable. Heavy influencer.
Better-for-you section, natural grocery, Target, Whole Foods.
Modern · Very Playful · Simple · Inclusive · Affordable-Mid · Informal · Feminine-leaning · Loud · Elegant · Youthful
To make gut health fun, accessible, and genuinely delicious.
To reinvent soda with real benefits — great taste, prebiotics, wellness.
Fun, accessibility, gut health, transparency, community, bold design.
18–35, female-leaning.
Soda replacement, gut health.
More functional depth.
Natural grocery, Target, Whole Foods, DTC.
Unmistakable. Tall boy can, skull imagery, heavy metal aesthetic applied to water.
Deliberately provocative. Anti-wellness language on the healthiest product.
16.9 oz tall boy. Dark background, heavy illustration.
"Murder Your Thirst." Ironic, fully committed.
Water section plus entertainment venues, gyms, music festivals.
Modern · Playful/Ironic · Complex · Inclusive · Affordable · Very Informal · Masculine · Very Loud · Rugged · Youthful
To make healthy choices feel as exciting as unhealthy ones, while fighting plastic pollution.
To make water — the world's healthiest beverage — the most entertaining brand on earth.
Irreverence, sustainability, entertainment, anti-establishment, authenticity.
18–35, male-leaning.
Brand identity, conversation starter.
Functional benefits.
Grocery, convenience, online, events, gyms.
Predominantly DTC. Premium muted green and white. Understated confidence.
Initialism replacing full name. Clean, modern, globally workable.
Pouch and canister. Restrained type, muted palette.
"Start With AG1." Daily ritual. Doctor and athlete endorsement.
DTC subscription primary. Some specialty retail.
Modern · Serious · Simple · Exclusive-leaning · Luxury · Formal-leaning · Gender-neutral · Quiet · Elegant · Mature
To optimize human performance through comprehensive daily foundational nutrition.
To empower people to own their health through science-backed nutrition made simple.
Science, quality, transparency, premium, daily habit, performance.
28–50, high-income.
Comprehensive daily nutrition.
RTD convenience, lower price.
DTC subscription, specialty retail.
Warm, earthy, retro-modern. Illustrated botanical can art. Soft muted palette.
Playful coined word. Strong phonetic recall. Gender-neutral.
12 oz slim can. Botanical illustration hero. Soft color per flavor.
"A New Kind of Soda." Nostalgic flavors with gut health.
Better-for-you aisle, Whole Foods, Target, Sprouts.
Modern · Playful-leaning · Simple · Inclusive · Affordable-Mid · Informal · Feminine-leaning · Medium-loud · Elegant · Youthful-Mature
To support your microbiome while delivering the pleasure of a delicious soda.
To create a new kind of soda combining nostalgic pleasure with fiber, prebiotics, and botanicals.
Gut health, flavor, transparency, botanical craft, accessibility, modern wellness.
25–45, female-leaning.
Soda replacement, great taste.
More performance benefits.
Natural grocery, specialty, Target, DTC, Amazon.
A doctor-formulated functional stack (creatine + collagen + chromium + prebiotic fiber) in a tea format at a mid-premium price. That combination does not exist in this market.
Health-conscious adults 25–55. Female-leaning but gender-neutral by design. Functional benefits without the noise, premium quality without the AG1 price point.
Gym distribution through the doctor's network is a differentiated entry point. A captive, health-committed audience most wellness brands never reach at launch.
Minimal visual noise. White space as a design element. Restraint signals premium.
Immediate shelf legibility. Function and flavor readable within 2 seconds at retail.
Doctor-formulated benefits embedded in the visual language.
System that works across 4+ SKUs, multiple formats, and future line extensions.
Project Schedule — June 11 to July 17
Both rounds require feedback within 24 hours of presentation. Delays shift the final delivery date by the same amount.
No design work begins until the creative brief from the Brand Discovery Session is signed off in writing.
Two rounds included in Phase 1, covering both logo and can label. Additional rounds are scoped and quoted separately.
Development paused June 16 pending resolution of naming rights. Timeline resumed July 2 with Round 1 presentation.
Final files delivered in print-ready format — packaged, labeled, ready for the printer or pitch deck.
Phase 1B begins only when Phase 1 is approved in writing and the Phase 1B deposit clears. Not automatic.