welcoming people back into the world, in style.
The Ermenegildo Zegna of face masks. Tailor-grade material, treated in anti-viral resin, double head-strapped and armed with custom air filters, so you can step out in confidence and socialise, risk-free.
naming & logo
visual design & expression
brand strategy
Retail strategy
product design & dev
packaging design
packaging experience
COnsumer experience
e-commerce build
launch strategy
creative direction
photography
Services
01
where we started
The entire world, brought to a standstill. Everyone, distanced. Physically. Faces, noses and even chins, covered by a sea of blue.
While working with a decorated founder of a multi-award-winning social impact food enterprise, we came to the realisation that as we stayed isolated, the people who were working in factories were risking their lives every day, just to show up for work. What’s worse, is that in Canadas’ freezing climate, they had to put up with countless hours of discomfort, wearing masks that simply weren’t designed for long use.
Connecting with a renowned fashion stylist in Toronto, we took it upon ourselves to develop masks as if they were made for Hugo Boss, with the comfort of Uggs, and the security of a biochemical suit.
02
what we did
In-depth global textile and scientific research, carefully thought-out = identity work and a race against time, gave birth to miix. miix was centred around the ideology that humans need connection. We also have a need to live without fear, something that was so prevalent during the COVID era.
With advancements in textile science, we uncovered Silvadur™ Antimicrobial technology, which was proven to kill 99.7% of airborne bacteria upon impact. In our product design, we drew inspiration from tailored suits and James Bond, adding a special hidden sleeve that would cover the mouth and nose, housing a replaceable, cotton-encased n95 filter.
Essential workers became our focus and obsession, and it was essential for us to re-frame their rituals, behaviours and interest in masks and PPE.
Above all, we wanted to make them feel like heroes. Because, they were.
THE RESULTS
THE RESULTS
03
Our fastest brand build ever, boot-strapped from ideation right through to first container of products sold, and all the operational and logistical activity in between, in just 6 weeks.
100% positive sentiment on the product itself, with many relying on miix at work, transit or travel.
One of North America’s biggest retail distributors loved what we were doing, and decided to purchase pallets worth of product, and selling the miix kits through to major retail stores, pharmacies and supermarket chains.
miix kits were also translated into English-French and Arabic, for international sale and usage on major airlines and at airports.
