Mustard designs and sells stationery, desk accessories and tech-related products, drawing inspiration from 80s–90s culture and the philosophy of “everyday rebellion.” Built on humour, colour and pop references, the brand had developed a recognisable voice but relied heavily on trend-driven aesthetics. As the audience evolved, there was a need to mature the visual language and reposition Mustard with a more enduring and culturally grounded presence.

Objective

To reposition Mustard with a more confident, adult-facing identity rooted in iconic cultural references rather than short-term trends. The challenge was to create a cohesive brand system in which each product could maintain its own character while contributing to a unified and recognisable visual language.

Solution

Working closely with the founder, I contributed across the entire brand ecosystem; from trend forecasting and product research to product design, factory collaboration, packaging and marketing. The aesthetic shifted towards bolder, culturally anchored references, drawing from art, music and subculture. Each product was developed as a distinct expression within a structured system, balancing individuality with consistency across collections and touchpoints.

Results

The repositioning strengthened Mustard’s presence as a lifestyle brand with a clear point of view. By moving beyond seasonal trends and establishing a more enduring visual identity, the brand achieved stronger cohesion, improved recognition and deeper resonance with its audience.