Mus Design & Branding MUS BRAND IDENTITY by Leo Burnett Paris

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Industry Clothing
Media Design & Branding
Market France
Agency Leo Burnett Paris
Creative Director Marc Fauvel
Designer Florian Gounaud
Released February 2011

Credits & Description

Category: Consumer Products
Advertiser: MUS
Product/Service: MUS
Date of First Appearance: Feb 25 2011
Entrant Company: LEO BURNETT FRANCE, Paris, FRANCE
Vice President/Creative Director: Guillaume-Ulrich Chifflot (Leo Burnett France)
Creative Director: Marc Fauvel (Leo Burnett France)
Designer: Florian Gounaud (Leo Burnett France)
Account Director: Claire Tanguy (Leo Burnett France)
President: Myriam Ullens (MUS)
Marketing Manager: Ysaline Grangé (MUS)
Media placement: Brand Identity - L'Eclaireur - December 2010

Describe the brief from the client
Mus is a new luxury brand launched by Myriam Ullens.
It is a brand that uses cashmere as its principle material and includes fashion accessories. this material perfectly suits exceptional women who want to feel elegant and comfortable when they travel.
The objective was to create a true identity for the brand that is alternative, original and modern but that is able to acquire the same recognition and reputation as other historical luxury brands that have been established over many centuries.

Describe the challenges and key objectives
The challenge was to create a whole brand identity for this luxury brand.

Describe how you arrived at the final design
The logo was developed and inspired by the 9 muses from Greek mythology, as represented in mosaics. The crossed pattern also refers directly to the stitching of cashmere

The symbol is underlined by a typography that embodies modernity and class : the letters are a careful modernization of a futurist typography from the 30's.

Because cashmere is so delicate, each piece of clothing is never folded, but rolled delicately by the salesperson in a silk-coated paper with the logo printed on it. It is then inserted into the tubular packaging, ensuring that the clothing is not creased.