Mouthwash Studio partnered with legendary guitar maker Fender to usher in a new era for one of music’s most recognisable brands. The collaboration set out to reframe Fender not just as a heritage name in guitars, but as a cultural connector for players at every level, from first-time learners discovering their sound to professional musicians pushing the boundaries of performance.

Rather than relying on purely instructional content, MWS shifted Fender’s brand expression towards richer, more entertainment-driven storytelling. The strategy champions creativity, personality, and musical expression, meeting audiences where they are and celebrating the culture that surrounds the instrument, not just the instrument itself.

This brand evolution also included the development of a refreshed, contemporary design system to distinguish product tiers and bring clarity across an expansive portfolio. By blending nearly eighty years of craftsmanship with the codes of high fashion and pop culture, MWS helped Fender project a distinctive new confidence – one that feels unmistakably modern, while rooted in its iconic legacy.