It was probably inevitable. We’re certainly not the first agency to do it, but after years of helping clients build and grow online stores, it felt like the right time to create one of our own.
The result is MULO.
There are plenty of reasons why launching our own ecommerce brand makes sense for an agency like BA Creative.
First, it gives us a real-world testing ground where we can experiment, learn, and measure results firsthand. It also allows us to experience the challenges our ecommerce clients face every day. From sourcing products and managing margins to handling customer service and fulfilment. And, of course, there’s always the possibility that it might make a bit of money too.
When it came to creating the brand, we wanted it to be built around something authentic. We landed on the world of classic cars and vintage design, an area that has long been a passion of our director, Pete.
The brand name, Mulo Di Prova (or simply MULO), is derived from an Italian term used to describe a prototype or test vehicle. We loved the imagery and the connection to experimentation and innovation. We also embraced the meaning of mulo itself (Italian for mule) and the qualities that come with it: loyal, hardworking, stubborn, scrappy, imperfect, and very endearing.
With the brand identity in place, we got to work building a Shopify store and sourcing our first collection of products. We organised a photoshoot, recruited a mix of staff and family members as models, and brought the brand to life.
The finished result can be seen at MULO.
The response has been incredibly encouraging and has reinforced our belief in what we’re building. We're already working on the next phase, with new products, new ideas, and plenty of lessons learned along the way.
Keep an eye out for MULO 2.0 coming soon.
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We built our own ecommerce business: MULO
