![](https://www.basecreate.com/media/pages/work/muon-active-wear/973d0f1db3-1676519500/muon-ecowear-portfolio-updated-51-1920x-q72.jpg)
We started by uncovering insights into Muon's purpose, vision, and values and helping define the purpose-led strategy.
By merging research on trends and market analysis, we uncovered critical insights that shaped the brand strategy and core experience.
![](https://www.basecreate.com/media/pages/work/muon-active-wear/c7c7881163-1676519500/muon-ecowear-portfolio-updated-45-1920x-q72.jpg)
The photographic style brings the brand strategy to life with a focus on action shots of nature-inspired functionality and versatility.
![](https://www.basecreate.com/media/pages/work/muon-active-wear/99711b325e-1676519499/muon-ecowear-fashion-brand-creation-basecreate-1720x921-1920x-q72.jpg)
A clean and modern brand identity was developed that embodies the simplicity of the value proposition – delivering a message of trust and inclusiveness.
![](https://www.basecreate.com/media/pages/work/muon-active-wear/d7a5545f46-1676519500/muon-ecowear-sustainable-textiles-guides-basecreate-thumbnail-1920x-q72.jpg)
uncluttered connected design elements
BaseCreate developed brand guidelines, covering everything from identity and design system to digital applications, to enable brand partners to make on-brand executions across their communication channels.
![](https://www.basecreate.com/media/pages/work/muon-active-wear/37febbd3d1-1676519500/muon-ecowear-portfolio-updated-47-1080x-q72.jpg)
![](https://www.basecreate.com/media/pages/work/muon-active-wear/4c2705b36f-1676519500/muon-ecowear-portfolio-updated-48-1080x-q72.jpg)
"Great work"
"Working together we created a brand that has been very well received by the market."
“We approached BaseCreate after seeing their work for TENCEL™ – because we needed to find a creative agency for our new athleisure concept that understood the functional and sustainable aspects of our brand."
Antonia Bekiaris
Founder
Muon Activewear
A direct, motivating brand voice that connects with customers.
We helped to develop a brand voice that is fearless, fun-loving, and dedicated, capturing the essence of the product and its focus on real, sustainably produced products that reduce your carbon footprint.
![](https://www.basecreate.com/media/pages/work/muon-active-wear/4048b78f70-1676519500/muon-ecowear-fashion-marketing-communications-poster-design-basecreate-1920x-q72.jpg)
We took them from being a standard activewear brand to a contemporary, consumer-centric brand that speaks the consumers' language.
![](https://www.basecreate.com/media/pages/work/muon-active-wear/e25e0e070c-1676519500/muon-ecowear-portfolio-updated-46-1920x-q72.jpg)
![](https://www.basecreate.com/media/pages/work/muon-active-wear/ee27796fd5-1676519500/muon-ecowear-portfolio-updated-49-1080x-q72.jpg)
![](https://www.basecreate.com/media/pages/work/muon-active-wear/f78a060894-1676519500/muon-ecowear-portfolio-updated-50-1080x-q72.jpg)
![](https://www.basecreate.com/media/pages/work/muon-active-wear/f04aa55f81-1676519500/muon-ecowear-fashion-marketing-communications-pos-design-basecreate-1920x-q72.jpg)
The brand identity's recognisable curves were the basis for creating a set of digital-friendly icons designed to work at various sizes, from tags to social media, for improved readability.
![](https://www.basecreate.com/media/pages/work/muon-active-wear/a4dd393292-1676519499/muon-ecowear-fashion-brand-creation-icon-design-basecreate-1920x-q72.jpg)
Thanks
Hats off to Antonia and the Muon team for being such a cool client