Mud started life as an on site Day Spa at Queenscliff's Big4 holiday park, catering purely for the resident holiday makers. We were engaged to create a brand to appeal to a broader client base, including the local residents of the bellarine peninsular around the new name of Mud Day Spa. The brand needed to resonate with the upper class local market without alienating the current holiday maker clients. The Mud logo uses a simple and slightly distorted type face depicting the feeling of mud yet still remaining classy.