Strategy and Design

The name itself holds tension. Mug suggests home, mill suggests progress. The brand strategy revolved around this connection—coffee as both anchor and momentum. The visual identity was built from modular geometry. The monospaced wordmark and grid-based spacing reflect the clarity of habitual routines. Monoline illustrations extend this idea, drawing on topographic lines, animal paths, and camping tools to express a lifestyle that blends utility and wonder. Imagery is muted and atmospheric, featuring steam, sky, and worn textures. Strategic themes like compass, brew, and hush guided decisions that made the brand feel like a meditative pause. Mug + Mill creates presence without spectacle.