MAE Made of Earth

MAE makes mugs and cups from bamboo fibre, rice husk, and coffee grounds. The products are genuinely beautiful and genuinely sustainable — but they entered a market saturated with greenwashing, where every brand claimed to save the planet and most of them were lying.

The risk was obvious: position too hard on sustainability and you become another preachy eco brand that people buy once as a gift and never again. Position too soft and you lose the only thing that makes you different from a ceramic mug.

We built content around the sensory truth of the product — the weight of it, the texture, the way it holds heat. Sustainability was always present but never the leading note. The leading note was always the experience: this mug is better to drink from, and it happens to not destroy anything in the process.

Performance marketing was built to convert the curious into buyers, with creative that felt like editorial rather than advertising. We focused on the moments around drinking — morning light, slow Sundays, the ritual of the first coffee — not the product specs.