The Challenge

The challenge involved blending luxury with excitement. The idea was to capture the essence of elegance and adventure, creating an image that reflects both the sophistication of these luxury experiences and the unique camaraderie among women who share a passion for exploration, all under the essence and spirit of the 1960s… The premium and liberal version of this decade.

Type of Project​

New Brand


Entertainment / Travel



The Opportunity

Working shoulder to shoulder with Mussa’s founders, we managed to delve into and understand in detail the nuances of their vision, corporate culture, business objectives, and branding opportunities. Building on the conceptual and strategic foundation that our team constructed, we were able to visually materialize the desired identity for the brand.

What did we do?

Research and Analysis​

Brand DNA​

Brand Personality​

Tone of Voice​

The Result

Inspired by the rebellious and glamorous aesthetic of the 1960s, we adopted psychedelic textures and typography inspired by the posters of this decade. The logo evokes nostalgia without losing sight of the femininity of the brand. The other complementary elements (photographic style, color palette, typography, tone of voice) were combined to endow Mussa with a rich and adaptable graphic universe.

What did we do?

Brand Essence​

Mission, Vision, and Value Proposition​

Brand Look and Feel​


Web Design

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