What is Moxie.
Moxie is a performance cycling apparel brand for women. Moxie combines clothing excellence and style, by using a combination
of smart materials and the latest sport clothing trends.
Moxie means vigour, courage, skill, know-how. It’s a focus of character, giving you the determination to go out and achieve your maximum potential. The underlining purpose of the brand is to encourage women to take up cycling as a sport, proving it is not just for men.
Moxie logo 1.
The Moxie logo is a handmade font, taking inspiration from the chain and bicycle cogs, which is reflected in the intricate circles and spacing used within the font.
Moxie logo 2.
This logo is inspired by the three crosses of Amsterdam, which acts as a symbol of the city. Moxie aspires to inspire women to cycle like the cycling culture found in the city of Amsterdam. This city promotes utility cycling, where women don’t let what they are doing,
wearing, where they are going, stop them from cycling.
Image creation.
Experimental imagery explores long shutter speed photography to create dynamic images which can be incorporated into the brand and highlight Moxie’s brand values of empowerment, freedom, vigour and energy.
Final imagery.
Empowerment. Excellence. Achievement.
The Moxie catalogue.
The Moxie Catalogue is a glossy printed booklet outlining all the products Moxie sells and information
on the brand, prices and delivery information.
Moxie posters.
The poster campaign was developed by asking women that cycle how cycling makes them feel and what would they
would say to inspire other women to take up cycling.
Moxie clothing.
Moxie clothing is high performance as well as stylish, using a combination of smart materials and the latest sport clothing trends. It aims to appeal to its audience who want to look good when taking part in sports but is designed with cyclists in mind. The range includes colourful padded shorts, patterned cycling jerseys and cycling accessories.
The Moxie helmet.
One of the key items sold by the brand is the Moxie Helmet. The brand wants to make sure women feel safe when riding their bike, therefore Moxie provides a high quality, durable helmet. The box shape is particularly designed so that the helmet fits neatly in the box and doesn’t move around too much to reduce the risk of the helmet getting damaged.
Moxie products.
As well as performance clothing, the Moxie brand also sells performance enhancing drinks which
come in stylishly designed sachets to use on the go.
Moxie socks.
Moxie cycling socks are designed specifically with the sport in mind. They are performance cycling socks, qualities including:
fast drying, breathability and wear resistance.
Moxie labels.
The Moxie Clothing labels are designed to be individual, to reflect the high-end feel of the products and quality. The label versions vary between three, using different imagery behind the Moxie logo as well as a different coloured secondary tag in the brand colours.
Moxie wrapping paper.
Moxie wrapping paper has been designed for gift-wrapping in-store, as well as for wrapping up clothing for deliveries. This gives the customer a self-gifting feeling and adds more excitement to receiving your package in the post.
