Muttons Country Store
the countryside isn’t one thing.
1 framework
for evolving from a country store into a trusted outdoor lifestyle brand.
the context
Muttons Country Store had built a strong reputation as a trusted supplier for rural, agricultural and outdoor life, from fencing and equestrian supplies to gardening, farming essentials and country living. Yet customers didn’t live within these categories. Brendan and Sophie saw an opportunity to move beyond being a respected country retailer and become a destination brand.
the challenge
Muttons needed a proposition that could support growth, broaden appeal and create deeper customer connection without losing the authenticity that had made the business successful. Not a campaign line, but a strategic narrative to unite a diverse offer, stand apart from transactional online retailers and guide future marketing.
what we did
We ran a proposition development exercise to uncover what made Muttons distinctive. The central insight: the countryside is not one thing. Behind every purchase is a person with something they’re trying to build, grow, fix, explore or enjoy. That shaped a clear brand framework, with Muttons positioned as the John Lewis of the outdoors.
the results.
- people not transactions: the valuable difference Muttons stands on
- 5 values: helpful, curious, human, community-minded and authentic
- 1 proposition: helping people enjoy more of the life they love outdoors
Muttons now has a unifying story built around the people it serves, and a platform for richer storytelling and a more distinctive market position.
The countryside isn’t one thing. Neither are our customers. Glued helped us express how we see beyond products and categories to the people, passions and projects that connect them.
Brendan Mutton, Muttons Country Store
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