Never Selfish

MUTHA engineered overnight success, building a cult following through product launches, distribution and bold branding. With aggressive goals to double sales and retail partnerships, strong branding and product launches weren’t enough to get them to where they wanted to be.

“MUTHA is all substance. From natural ingredients to a no-filler-and-no-fantasy approach.”

While they claimed to be all substance and no filler or fantasy, MUTHA’S imagery and messaging was one-dimensional, unrealistic and based off an old definition of sex, limiting their appeal.

Born with a strong intention: “To be selfish about caring for our bodies emphatically, to put our body on a pedestal” and an even stronger belief about the beauty and power of our bodies, “Our bodies - it’s incredible what they can do.”

MUTHA needed a Platform Idea as bold as their reason to exist.

Self-love is not a set of fleeting moments we apologize for; it’s a constant state we aspire to live in. The truth that unlocked a bold campaign, making MUTHA a verb and self care a state of mind.

Never Selfish

Self care is not an act. It’s a muthafuckin attitude and we’re proud of it. We’re always confident and never apologetic.

We helped MUTHA live their truth and put all bodies on pedestals, celebrating how care empowers us to feel all the shades of incredible: strength, vulnerability, serenity, sexuality, pleasure, resilience, evolution.

A translation of the brand ethos into a platform idea that scales-up 
as markets change, the product line grows and brand ambitions expand. And a clear role for both product and brand: MUTHA is
not a routine it’s a ritual that makes us feel great so that we can be muthafucken great.