Case Study
MUTHA
Never Selfish:
Future-proofing MUTHA with dimension and attitude, because self care is not an act, it’s a muthafuckin attitude.
Future-proofing MUTHA with dimension and attitude, because self care is not an act, it’s a muthafuckin attitude.
Problem
Building a cult following through product launches, distribution and bold visual identity, MUTHA needed to future-proof the business with a strong POV beyond product and a more diverse portrayal of beauty.
Insight
Self Love is not a fleeting moment we apologize for, it’s a constant state we aspire to live in.
New Narrative
MUTHA puts all bodies on a pedestal and dimensionalizes all power: strength, vulnerability, serenity, sexuality, pleasure, resilience, evolution.
Results
MUTHA awareness doubled and the brand attracted new retail partnerships including Violet Gray.
![Mutha](https://assets.website-files.com/64885b1171be096774cc62f0/64903bd45a62fa17f921a6b8_SLIN_OOH1Replace.webp)
![Mutha](https://assets.website-files.com/64885b1171be096774cc62f0/64903bd4c2712c581aaa47ca_OOH_3Test.webp)
![Mutha](https://assets.website-files.com/64885b1171be096774cc62f0/64903bd4786329a1da67efb6_OOH_4Test.webp)
![Mutha](https://assets.website-files.com/64885b1171be096774cc62f0/64903bd4e7f55a5631279e88_SLIN_OOH2Test.webp)
![Mutha](https://assets.website-files.com/64885b1171be096774cc62f0/64903d18fa7af9474d9b632c_SLING_GIF3-min.gif)
![Mutha](https://assets.website-files.com/64885b1171be096774cc62f0/64903d1e81ed6b3bdc31655d_SLING_GIF5-min.gif)
![Mutha](https://assets.website-files.com/64885b1171be096774cc62f0/64903d21768de9f4a30bcbc5_SLIN_GIF4-min.gif)