THE MUD CLUB:
CELEBRATING 30 YEARS OF MUD AUSTRALIA
To celebrate Mud Australia’s 30th anniversary and their growing presence in London, we developed Mud Club—a concept-driven platform that reimagines the brand’s ceramics as vessels for shared stories and connection.
At the heart of the campaign was “A Seat at the Table,” an immersive launch event at Mud’s new Islington store. Guests were invited to illustrate a five-meter communal tablecloth, creating a collective artwork that embodied London’s cultural diversity. This tablecloth was to be later exhibited at London Craft Week, digitally reproduced for sale, and offered as a limited-edition product—with proceeds supporting the First Nations Foundation.
Supporting the event, our short film “All That’s Missing” poetically portrayed a beautifully styled but incomplete table. Real food and plates were replaced with hand-drawn illustrations, symbolizing cultural diversity through absence. The film closes with a wrapped invitation that reads: “All That’s Missing Is You”—an open call to join the Mud Club and complete the picture.
The campaign extended across social media, in-store activations at Marylebone and Islington, posters, packaging inserts, and a digital content plan to sustain long-term engagement. We envisioned Mud Club as an ongoing program of creative experiences including communal dinners, ceramic workshops, table styling sessions, chef collaborations, and sustainability-focused events.
By positioning the customer as a contributor, the Mud Club celebrates craftsmanship, storytelling, and community—marking a new chapter in Mud Australia's global journey.