MUTHA mother, Hope Smith, partnered with my friends at Character, and Character came to me to name her new company. I was really inspired by Hope’s passion and badass cut-through-the-BS vibe (can you tell?).

The whole thing started when she set out to prevent her own pregnancy stretch marks using the highest quality natural and organic products—only to find that these products simply didn’t exist. She’s a successful woman who could’ve wrapped her belly in 24k gold or doused it in La Mer face cream 3X per day for the duration of her pregnancy…but she didn’t want to fill her precious baby-house with who-knows-what synthetic chemicals. So she spent a few years running around the world sourcing the BEST of the best natural ingredients from mother nature’s finest, bottled it, and we decided to call it MUTHA.

This was the first name we presented to Hope, “That’s my MUTHA-F*ing brand!” she exclaimed, and with that, an epic brand was born.

All design and supporting copy by Character NYC.