Why the doses ride up front

We started Brewlune after reading the back of a lot of bags. The pattern was always the same: a beautiful front, a vague back. “Proprietary blend, 1,200mg” — of what, in what proportion, from which part of the mushroom? The label wouldn't say, which usually means the answer wouldn't flatter it.

Old surf shops had the opposite instinct. The board on the wall listed its length, its volume, its rocker — the numbers were the pitch, hand-painted right on the thing. We made one rule before we made anything else: the label is the recipe. Every ingredient, every milligram, printed on the front of the bag at a size you can read from across the shop.

That rule is expensive. You can't print “lion's mane 500mg, fruiting body” unless you actually put in 500mg of fruiting-body extract, and fruiting body costs several times what grain-grown mycelium does. The front of the bag is our quality-control department.

It also constrains the writing. When the doses are the headline, you stop needing adjectives. We allow ourselves exactly three claims across everything we publish — that our blends support calm, steady energy, that they support focus, and that 48mg of caffeine is about half a cup of coffee. Anything a number can say, we let the number say.

What we don't do: proprietary blends, mycelium filler, sweeteners, before-and-after promises, countdown timers, or reviews we can't verify. Third-party tested. Batch COAs published at launch.

Brewed nowhere near the Pacific. We just like the posters.