From the discovery of a market gap, as a result of Britta Pukall’s personal experience, to bridging that gap by creating the first multi-functional crossover-brand in the lingerie market: musis is an unparalleled start-up success story which was conceived, designed and implemented from start to finish by milani inhouse thanks to the support of investors who were convinced of the project.
musis step by step – inspiration
During her pregnancy, Britta Pukall tried in vain to find a lingerie brand to meet her expectations on multi-functionality and aesthetics. Hence, she decided to create her own collection together with her team.
The lingerie needs to adjust to the activities and the situations of the user. Not the other way round!
musis perfectly adjusts to the body and provides an excellent wearing comfort. The crossover lingerie, designed for independent and body conscious women, is ideally suited for the daily routine, business, leisure, sports, pregnancy and breastfeeding.
• DNA-analysis - strategic
• Corporate identity
• Corporate fashion development
• Image style
• Definition of the corporate
In line with the feminine aura and product utility of musis (even the name is a milani invention) we created an emotionally appealing image which was then consequently implemented in all areas: from packaging to marketing and communication to POS and advertising.