Brand identity design for gender-free clothing brand, Muxéy.

25 Sep

Muxéy is reinventing the fashion industry.

Muxéy is a gender-free clothing brand that celebrates the beauty of neutrality, championing sustainable style unrestricted by gender and crafted from materials that are kind to our planet.

Inspired by the idea that fashion should be for everyone, they are setting out to create clothing that embraces individuality and celebrates diversity. From timeless everyday tailoring to versatile pieces that transcend every season, they craft garments that flatter every body and cater to all identities.

Here’s a look at the brand identity system including logos, colour palette, early stage collateral and website.

Stay tuned, there is much, much more to come 😎

Scope:

Logo Icon
Custom Wordmark
Typography & Colour
Instagram Templates
Website (Shopify)
Brandbook
Collateral: Hang tags, Hoodies, Print Collateral, Clothing Labels, Tote Bags

The Goal:

Here the goal was to create an identity and brand aesthetic that was bold and unique, reflecting the cutting edge nature of the brand, whilst still feeling inclusive and accessible to all. An identity that will remain timeless and be able to grow with the business. Not another ‘typical’ black and white sans serif clothing brand (no “blanding” allowed!)

The Logo: Wordmark

For the wordmark, the goal was to create something that wouldn’t neccessarily require the icon to be iconic. To be instantly recognisable, but also flexible in it’s application.

The blur and distortion effects applied represent ‘blurring the lines’; between gender norms, between the typical gender representation in the fashion industry.

For it’s application - it can be blown up to large sizes to make a big statement

*The Muxéy logo wordmark in use at scale: Letterhead*

The Muxéy logo icon: the sun and the moon in conjuncture

The Logo: Icon

Minimalist and simple, the circular logo icon contains the sun and the moon.

In many cultures across history the sun and the moon portrayed together has represented male and female power in conjuncture, together in harmony.

*The Muxéy badges communicate quality and care*

*The Muxéy wordmark logo in use: Hang tags*

*Muxéy wordmark logo + badges in use: business cards*

Colour Palette

The Muxéy colour palette is inspired by nature: earthy, warm and muted.

The gradients have been extracted from real images of sunsets, sunrises and moonscapes; linking to the brand motifs explored in the logo icon and wordmark.

The organic shapes and grainy texture of the gradients softens the brand and adds colour and emotion.

*The Muxéy colour palette is inspired by nature: earthy, warm and muted*

Sunset gradient in use

Application: Hang Tags

Application: Website

We started with a simple website on Shopify including a landing page, About, Blog and Contact. This enables Muxéy to build up hype ahead of product launch.