Celebrating 10 Years: Mutual Muse Rebrand

If you know me IRL, you would know that secondhand fashion is one of my oldest and truest loves. So it has been an absolute pleasure to work with the Mutual Muse team on their rebrand and ongoing marketing.

In 2024, Mutual Muse celebrated a huge milestone - their 10th birthday! I've been a fan of (and a regular shopper at) MM since 2014. It's been amazing to witness their evolution from a beloved neighbourhood gem in Thornbury to a secondhand powerhouse with 2 locations in Melbourne, a thriving online store, and plenty more growth on the horizon.

As we looked back on the past decade of success and dreamed about the next 10 years, it became clear the brand needed to grow with the business. More than just a new logo, this journey involved digging into the heart of what makes Mutual Muse so special:

𝗪𝗲 𝗯𝗲𝗹𝗶𝗲𝘃𝗲 𝗶𝗻 𝗮 𝗺𝗼𝗿𝗲 𝙟𝙤𝙮𝙛𝙪𝙡 𝘄𝗼𝗿𝗹𝗱.  

𝗔𝗻 𝗮𝗰𝗰𝗲𝘀𝘀𝗶𝗯𝗹𝗲 𝘄𝗼𝗿𝗹𝗱 𝘄𝗵𝗲𝗿𝗲 𝗱𝗶𝘃𝗲𝗿𝘀𝗶𝘁𝘆 𝗶𝘀 𝗰𝗲𝗹𝗲𝗯𝗿𝗮𝘁𝗲𝗱 𝗮𝗻𝗱 𝘀𝘂𝘀𝘁𝗮𝗶𝗻𝗮𝗯𝗶𝗹𝗶𝘁𝘆 𝗶𝘀 𝗻𝗼𝘁 𝗷𝘂𝘀𝘁 𝗮 𝗽𝗶𝗹𝗹𝗮𝗿 – 𝗶𝘁'𝘀 𝘁𝗵𝗲 𝗲𝗻𝘁𝗶𝗿𝗲 𝗳𝗼𝘂𝗻𝗱𝗮𝘁𝗶𝗼𝗻.

Armed with this new energy, we moved into the fun part: design. As much as I (we?) love a good brand strategy, nothing really beats seeing it visually come to life.

Huge Kudos to:

🧡 Paradise Studio Design for a wonderfully evolved logo, refreshed VI, and killer web design (Shopify)

🧡 The entire MM team who troubleshooted, copywrote, advised, and generally worked incredibly hard to not only make a great website, but build a true community.