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Brand Identity
A dopamine decor and dressing lifestyle brand for those who aren't afraid to be boldly them.
Description
Moxie by Concetti is a dopamine decor and dressing brand; home goods and clothing designed to give you a hit of good energy and the permission to be boldly, unapologetically yourself. Built under the Concetti umbrella, this one hits differently because I did not just design the brand. I helped build it from the ground up alongside the people I work with every day. This project was created during my time as Brand Strategist at Concetti. All work belongs to Concetti studio.
Process
Rachel Nelson, CEO of Concetti and a seasoned interior designer, kept noticing the same thing with her clients. People were always looking to her for permission. Permission to keep the weird lamp. Permission to hang the bold print. Permission to let their home actually look like them instead of a catalog. Moxie was her answer to that, a brand built around the idea that your space and your style should bring you joy.
01
The Moxie customer is someone who already knows who they are. They are expressive, spiritually in tune, and not afraid to stand out in a room. They care deeply about their home environment and the energy it holds, but they are not necessarily in the budget range to hire a full interior designer. They want guidance, inspiration, and products that reflect the bold, intentional life they are already living.
02
The evil eye became the heart of it. As a symbol of protection from bad energy it felt like the perfect anchor for a brand built around good energy, bold self expression, and intentional living. From there everything flowedbold patterns, stark color contrasts, and a visual language that did not whisper. Moxie does not ask for permission and neither does the brand that represents it.;
03
We built out a full brand identity designed to live and breathe on social media, inspiring people to show up as themselves without holding back. Beyond the identity I built the initial launch collection, and helped develop the second collection as well include clothing and poster prints for the home. Custom packaging was designed for every product shipped from supplier to customer, making sure the brand experience carried through all the way to the moment someone opened their front door.
04
When Moxie shows up in the world, people notice. At events and pop ups, strangers walk up asking where they can buy the shirts off our backs. The brand does exactly what it was built to do; it stops people, makes them feel something, and gives them a little hit of the boldness they were already looking for.
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