G+G created a new brand platform and visual positioning strategy for Mudd Jeans, the 500 million dollar juniors brand sold at mid-tier department stores.
The goal was to "catch the next wave", attract an older customer, and give Mudd a hip, aspirational point of view. G+G evolved the fun, eclectic spirit of Mudd by creating an artful look and feel for the brand. The concept is based on "From The Heart / From The Earth": personal expression, girl's rooms, natural elements, keepsakes, talismans, and personal style.
The cool factor comes from the diary / scrapbook style of art that was created to position the brand. It's real, fun, and down to earth. it feels underground and independent, but has mass appeal that connects to a broad range of the juniors customer base.
Watch the Video Here
