#MICAMACE–a play on the #MICAMADE promotional slogan employed by the Maryland Institute College of Art–is a completely customizable maximum strength pepper spray that holds the MICA student body as the key demographic. Ideally sold at the MICA Store on campus and utilizing MICA’s key brand elements, #MICAMACE breaks the tropes of traditional pepper spray packaging–mainly being the overt aggression and weaponization, the showcasing of women in peril as opposed to strengthened, and the overt feminization of the product. With the ideas of safety not only being necessary but fun as the main totem of the product, MICA students have the ability to customize their pepper spray with downloadable “skins” and the ability to create their own to showcase their unique style while carrying the very necessary product as well.