Mace® Brand

Ushering in the next chapter with cool confidence

SERVICES: Brand Positioning & Strategy / Logo Refresh / Package Design / Content Marketing / Website Design / E-Newsletter / Blog


Mace® Brand is the most recognizable name in the personal protection category. Despite strong awareness, the company's product-first sales approach brought short-term gains without substantial revenue increases. With new competitors entering the marketplace and outspending them at every turn, Mace® Brand needed a new brand strategy to usher them into the next chapter of growth. The Board of Directors named Muse the Agency of Record to reinvigorate the legacy.


Our team started with audience and category research to drive the new brand strategy. Instead of using scare tactics like their competitors or leading with product as they had in the past, we determined that Mace® Brand needed an emotion-driven message - one that reflected their audience's desire to feel empowered.

Mace logo before and after
Mace website before and after
Mace Website 3
Mace News Letter
Mace Website 4
Mace Packaging
Mace Packaging BeforeAfter

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