Case Study: Mace Reclaims Its Legacy with Priority Designs

MACE reclaims its legacy with Priority Designs and a 1965-inspired brand reset

MACE, a legacy brand in personal protection, faced the challenge of having high name recognition but a weak visual identity that was getting lost, especially on digital retail shelves. They engaged Priority Designs to conduct research and strategy work to completely rethink their brand from the ground up and build a new visual identity.

Priority Designs created a comprehensive new identity for MACE, including a bold logo, tagline, and color system designed to work across marketing and product surfaces. The solution successfully repositioned the brand with a cohesive visual language that stands out in retail spaces, helping MACE reassert its role as the leader in the pepper spray market and land in new retail locations.

MACE