Raw materialbecomescharacter
A design and digital product studio.
Italy
A design and digital product studio. We build brands, and we build the things those brands are used through: the interface, the site, the product.
We work few and senior. The same people who draw the brand build the product and put it online – no handovers, nothing lost in translation.
- Brand
- Product
- Go-to-market
The name
must/mʌst/
noun · Italian: mosto
In winemaking, freshly pressed grape juice – skins, seeds and stems still in it – that has not yet begun to ferment. The raw material, before it becomes anything else.
As wine comes from must, an extraordinary result starts from raw material.
How we think
Four words, and the rest follows from them.
We start from what is there: the market, the product, the people who will use it. Not from a moodboard.
There is a number behind every decision – a contrast ratio, a line length, a load time. Taste alone will not do it.
Must is not pressed twice. You let it work, you taste it, you correct it. It ships when it is ready.
A brand that looks like all the others was not designed, it was copied. The work is in the difference.
Before anything is drawn we work out what you are selling, to whom, and against whom. We study the market, listen to the people already using the product, and write down the reason it exists – the sentence everything else rests on, and the one the team has to be able to repeat from memory.
What you get
- Market research and competitive analysis
- Positioning and value proposition
- Naming and brand architecture
- Messaging and tone of voice
An identity is not a logo: it is a system that has to hold on a shopfront, inside an app and in a post, held together by rules clear enough for anyone to use – including when we are not there.
What you get
- Wordmark and its variants
- Type and colour system
- Photographic and illustrative direction
- Guidelines and source files
We design interfaces from what people are trying to do, not from what is convenient to build. Flows through to prototypes, and every screen reaches engineering already decided: states, errors and empty cases, not only the perfect one.
What you get
- Flows and information architecture
- Wireframes and clickable prototypes
- Final interface and design system
- User testing and iteration
We build what we design. No handover to another team halfway: the studio that decides how it should be made is the one that writes it, so what you see in the design is what goes live – performance and accessibility included.
What you get
- Sites and web apps in Next.js
- CMS and content integration
- Performance, technical SEO and accessibility
- Release, monitoring and maintenance
Motion and 3D are there to explain, not to decorate. We use them when a product has to be shown working, when an abstract idea needs to become an object, or when a page needs a rhythm rather than a list.
What you get
- 3D modelling and rendering
- Animation for web and social
- Real-time scenes and interaction
- Product film and teasers
The work does not end when the files are handed over. We prepare the moment the product goes out: what is said, where it is said and with what – because a good launch is built in the weeks before it, not on the day.
What you get
- Launch strategy and plan
- Landing pages and funnel
- Investor and sales decks
- Launch asset kit
Selected work
Cityfy
AI concierge for hospitality
In short
Everything we do, in four lines.
- What
- Brands, digital products, and the launch that puts them in people’s hands.
- For whom
- Tech-forward companies: the ones starting now and the ones starting over.
- How
- One team from strategy to release. No subcontracting, no handovers.
- What you keep
- Source files, design system and code. What you pay for is yours.
Let’s build
Got an ideaworthpressing?
Tell us what you’re building. We’ll help you shape it, name it, design it and launch it.