Moxie Crew

Moxie Crew is an activewear brand making a bold statement—a new way to live well. It’s a fresh force in Egypt’s wellness landscape, pushing boundaries and reimagining what self-care can be. With unapologetic energy, Moxie embodies a new era of self-care that’s as stylish as it is functional. It’s about empowering you to take charge of your life, embracing vitality, and moving through your day with confidence. Every piece in the Moxie collection is designed to work as hard as you do—blending bold style, exceptional comfort, and a commitment to well-being. Whether you’re at the gym, running errands, or taking on the world, Moxie gives you the strength to move through life’s challenges with ease. It’s for the go-getters, the trendsetters, and those ready to prioritise themselves—because when you look good, you feel unstoppable. Moxie is not just activewear; it’s a call to action, designed for the modern-day revolution of wellness.

Leading Egypt’s Wellness Revolution.

Who is Moxie Crew?

Moxie is an activewear brand built for the bold and the brave—those who wear their strength and resilience like a badge of honour. Born in Egypt, Moxie is rooted in culture, blending timeless design with modern wellness. It’s a cultural moment, igniting a movement to remind people everywhere that taking care of yourself is the first step to living fully. With an eye on fashion, comfort, and functionality, Moxie inspires a lifestyle that elevates every day—because when you look good, you feel good, and when you feel good, the world becomes your playground.

Our Approach

The challenge: To create a brand identity that captures the essence of Moxie—one that reflects its unique position in the wellness space. We needed to craft a visual and verbal identity that was bold yet approachable, stylish yet functional, grounded in wellness yet ready to disrupt the status quo. Our goal was to position Moxie as the first local brand to seamlessly blend fashion and fitness, while pushing boundaries and encouraging individuals to prioritise themselves.

The result is a brand that speaks directly to the community it serves. Moxie is empowering, dynamic, and resilient—a brand that isn’t afraid to stand out and challenge the norms. The brand voice embodies optimism and confidence, exuding a sense of strength that resonates through every touchpoint.

The brand in the making

Moxie’s new visual identity needed to reflect its fearless, forward-thinking spirit. The logo suite, with its strong lines and modern aesthetic, embodies the brand’s commitment to progress and personal empowerment. The typeface is bold and confident, setting the tone for a brand that’s here to shake things up.

The colour palette is vibrant and daring, with rich tones that evoke a sense of energy and vitality. These colours, paired with high-contrast imagery, bring the brand’s wellness philosophy to life. Moxie’s art direction and visuals capture the essence of movement, transformation, and strength. Through powerful imagery that showcases the brand’s community, we emphasise the transformative power of self-care and the importance of embracing wellness on your own terms.

The tone of voice is unapologetically uplifting and engaging. Moxie speaks to its audience like a close friend, motivating them to push boundaries and embrace every moment. Whether through content or product messaging, the language is dynamic and empowering—inviting everyone to join the Moxie movement.

The end result

Moxie Crew has successfully positioned itself as the premier activewear brand in Egypt—leading the charge in wellness culture with an authentic, local touch. The brand work elevates Moxie from just a product to a lifestyle, where fashion meets function and every piece serves as a reminder that self-care is not just a luxury, but a necessity. With a commitment to community, culture, and empowerment, Moxie is not just making activewear—it’s inspiring a movement of confident, empowered individuals ready to take on the world, their way.