Comprehensive Identity Programs






Creative Director

Tilman Solé


, , , , , , , , , ,



Fisix by MuchoFisix by MuchoFisix by MuchoFisix by MuchoFisix by MuchoFisix by MuchoFisix by Mucho


This inno­v­a­tive project was ini­ti­ated by four friends who run marathons together when they couldn’t find a range of cos­metic prod­ucts that met their needs as sportsmen.


The ini­tial phase was to cre­ate a name that reflected a con­tem­po­rary way of prac­tic­ing sports that would appeal to sports men and women.


We then gen­er­ated a visual sys­tem that dif­fer­en­ti­ates each prod­uct by using the lines that appear in courts or lim­its of sport­ing fields. By crop­ping and rein­ter­pret­ing these lines we cre­ated lib­er­at­ing abstract shapes. We uti­lized a mix­ture of pas­tel col­ors with a con­stant dark gray along­side ele­gant typog­ra­phy in the logo to appeal to both mas­cu­line and fem­i­nine audiences.

We had sev­eral big chal­lenges when we started to cre­ate Fisix. We had a great prod­uct but no name, no design, and no defined cor­po­rate val­ues. Our first goal was to define the com­pany phi­los­o­phy and val­ues. The Mucho team worked with us on strat­egy from the very begin­ning. There was a work­ing dynamic between the Mucho team, our staff, and prod­uct devel­op­ers, all the way through to the CEO of the com­pany. Work­ing in this way allowed Mucho to really under­stand the per­son­al­ity and needs of our busi­ness. We are a start-up so they under­stood that we had lim­ited resources in which to com­mu­ni­cate the brand and didn’t have big bud­gets to work with. The result­ing design for the over­all iden­tity and range of prod­ucts had an imme­di­ate impact in the mar­ket­place. It gen­er­ated a huge amount of pub­lic­ity and was key to the suc­cess of the brand. We believe that Mucho’s phi­los­o­phy of get­ting 100% involved in every step of the brand, from the ini­tial meet­ings until launch was the key to this suc­cess. It’s also what makes them a very spe­cial design com­pany. — Sil­vano Guil­lamet, Mar­ket­ing Direc­tor at Fisix

Browse entries