The Mindset · Est. 2014
More than a state.
It's a state of mind.
01 / The Idea
“To connect with every Michigander through our shared appreciation of Michigan.”
The brand was drawn up on a moment's notice when inspiration hit on a Lake Michigan beach. Sharing a couple of drinks and soaking in that Michigan sunset with family, we realized there is quite a bit that goes into the “mi state of mind” — so we sketched the first draft of our signature “mi” logo right there.
It has only grown from there. A napkin became a storefront. A storefront became a statewide name with multiple locations, lines, craft drinks, and more.
02 / More Than Shoreline
Beaches are great. So is the rest of it.
Having grown up here, we know there's so much more to being a real Michigander: Tigers games and the Joe's old red seats. Shoveling the neighbor's driveway before they wake up. Heading “up to the lake.” Hitting the links before the dew burns off. Coney arguments that will never end.
Whether you're a city kid from Detroit, a weekend regular up in Leelanau, or someone whose heart is permanently parked in the U.P. — you're a Michigander. This is for you.
03 / From Napkin to Statewide
Built one Michigander at a time.
A sunset sketch on a Lake Michigan beach. The mi mark, born in the sand.
408 S Main, Rochester. Shelves, sodas on tap, and Michiganders walking in.
Multiple lines, craft sodas, ciders, coffee, and a community that keeps growing.
Take it in.
Whether you're shopping your favorite Up North brand or grabbing a Detroit tee headed downtown — we welcome you to take a minute and explore the entire mi state of mind.