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Case Study

New Generation of Equestrian Wear

Moxxie was created to introduce a new, fun and edgy brand for the active horse riders who want their everyday clothing to reflect and express their personalities.

Moxxie is a contemporary equestrian sportswear brand created for millennial horse riders who see their clothing as an extension of their personality. Designed to be fun, edgy, and expressive, the brand challenges traditional equestrian aesthetics by introducing a modern lifestyle approach—where performance meets individuality.

Moxxie was developed to speak to active riders who want their everyday apparel to reflect confidence, movement, and self-expression, both in and out of the saddle.

Client
Moxxie
Location
Dubai, United Arab Emirates
Sector
Equestrian Sportswear

Gallery

Project Photos

Our Approach

Aimstyle approached Moxxie as a brand built around attitude and momentum. We began by defining a clear brand strategy rooted in determination, passion, and forward movement - core traits of the modern equestrian lifestyle.

The identity concept draws inspiration from saddle stitching and arrows, symbolic of craftsmanship, direction, and progress. These elements were translated into a bold visual system that feels dynamic and confident, while remaining authentic to the equestrian world.

The logo was designed to balance chic and edgy, incorporating playful typography to reflect the brand’s energetic spirit and youthful confidence - allowing Moxxie to stand apart from traditional, conservative equestrian brands.

What We Delivered

Moxxie was created to introduce a new, fun and edgy brand for the active horse riders who want their everyday clothing to reflect and express their personalities.

Aimstyle created the brand strategy and identity system for Moxxie Inspired by saddle stitching and arrows, this concept encourages one to believe in being determined, passionate and moving forward; the pure definition of the brand.

Aimstyle delivered a complete brand strategy and identity system that positions Moxxie as a fresh and distinctive player in the equestrian sportswear market.

The final identity provides a strong foundation for apparel, packaging, and future brand extensions - enabling Moxxie to connect with a new generation of riders through a confident, expressive, and contemporary brand presence.