mud™
Self-initiated. Built in-house.
SCOPE: BRAND STRATEGY & IDENTITY · CREATIVE DIRECTION · PRODUCT DEVELOPMENT · PACKAGING DESIGN · CONTENT & CAMPAIGN ASSETS
Modern pet culture turned dogs into dolls — perfumed, polished, stripped of instinct. mud™ is here to change that. This is a new generation of dog care — rooted in instinct, sustainability, and respect. Care that restores a more honest bond between humans and their dogs.
This is dog care for real dogs. All kinds of dogs: mutts, rescues, three legs, wonky ears. The ones that don’t fit the mould.
mud™ was born in East London — in the chaotic, beautiful life of its parks, with a Guy Ritchie soundtrack in our headphones. It gave us a simple idea: dirty dogs are happy dogs.
And that was enough to start something.