Mace Security International has chosen Muse to help usher the brand into a new chapter.

Muse’s partnership with Mace will see the company develop a brand strategy for the personal safety products company. Mace invented pepper spray in 1965 and hopes to take the longstanding product’s name recognition into a phase of the brand’s future.

As we take Mace Brand into the next phase with Muse, we’re keenly aware of the looming threats that people hear about and fear,” says Gary Medved, chief executive officer, Mace Security International. “We’ll build on our legacy of innovation to tailor self-protection products for specific lifestyles so our customers can walk through the world with confidence.”