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Case Study© 2022

no plastic. more function

Muon ActivewearSwitzerland© 2022

Muon Activewear

Muon is a Swiss activewear clothing brand that stands for sustainable, functional clothing made from natural resources – TENCEL™ sustainable wood-based fibers.

Muon's brand message is simple: plastic is a burden. Whether recycled or not, polyester, polyamide, nylon, acrylics and other materials in our clothing are harmful to nature, the climate and our health.

The main challenge BaseCreate faced was to help Muon differentiate and stand out in a cluttered market and for its brand value proposition to be communicated clearly. It was vital that the brand would have broad appeal and would encourage consumers to step across the 'intention gap' between wanting to be more sustainable and actually taking action. From these foundations, BaseCreate developed the brand starting around the core idea of 'No Plastic. More Function.'

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.

The photographic style brings the brand strategy to life with a focus on action shots of nature-inspired functionality and versatility.

A clean and modern brand identity was developed that embodies the simplicity of the value proposition – delivering a message of trust and inclusiveness.

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.

"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.

We took them from being a standard activewear brand to a contemporary, consumer-centric brand that speaks the consumers' language.

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.

Thanks
Hats off to Antonia and the Muon team for being such a cool client