MURIEL
Muriel is a sustainable fashion brand launched last 2021 from Bouloire, Pays de la Loire, France. Made from organic silk, they aimed for a luxurious lifestyle without compromising ethical practices in producing it.
Role: Branding
Client: Christel and Andre Faure
Year: 2022
During our discovery phase, the owners, Christel and Andre, wanted to integrate their brand into their life, and their plan was C&A. The husband and wife met in Bali last 2015 due to their beach interest. They observed that brands convey elegance and confidence at the expense of unethical practices in their production. They wanted to bring pure elegance and confidence, knowing that it was all organic and following labor ethics.
After thorough research and strategic planning, I decided to change their planned brand name. Changing it invokes personal feelings and forge personal relationships with their brand. The word “Muriel” means bright sea, which can describe Bali and is one of the common names in French. Making the typography being bold and serif reflects the goal of elegance and confidence. The couple accepted my proposal after some deliberation.
One of the challenges is standing out from a saturated market. The positioning highlights Muriel as a brand that empowers people to achieve extraordinary things with authenticity and confidence. Together with Christel and Andre, we decided to position Muriel with authentic confidence due to their purpose of providing an ethically produced aesthetic fashion brand.
Minimalist approach was intended for the marketing design. This highlights the beauty of shape and form, communicating the essentials and letting the experience be authentic, elegant, and confident.
