Brand Overview
Vixen Winter Apparel was born from a genuine love of skiing, snowboarding, and the freedom of mountain life and from recognising a gap in the market. The goal: to create stylish, high-performance winter wear designed for everyone, not only a narrow “standard” body type. Vixen stands for inclusivity, confidence, and self-expression on and off the slopes. Vixen’s sizing spans from XS through 4XL, underlining the commitment to inclusive design: winter sportswear that fits varied bodies without compromising style or performance. 
 
Role & Objective
Full brand creation for Vixen Winter Apparel from identity and concept to execution and roll-out.
Key responsibilities included:

• Developing the brand identity - voice, values, visual vibe. 

• Creating apparel concepts and designs that combine performance, comfort, and confident self-expression. 

• Designing and coordinating brand visuals across physical and digital touchpoints (e.g. packaging, signage, website, campaigns) to ensure cohesive brand presence. 

• Ensuring the brand’s message of inclusivity and empowerment is woven into every aspect of design, from garment cut to marketing imagery.

Design Strategy & Brand Philosophy
The creative and strategic foundation behind Vixen centered on a few core principles:

• Inclusivity: Winter clothing should be accessible and flattering for all body types.

• Function + Style: Merge high-performance winterwear with bold, confident design, you shouldn’t have to sacrifice style for function.

• Empowerment & Confidence: Clothing that makes people feel strong, seen, and ready, whether carving through snow or relaxing by a fire.

• Unified Visual Identity: Every touchpoint, from outerwear and packaging to posters and digital assets,  should reflect Vixen’s bold, inclusive energy.

With those in mind, Vixen was shaped as more than a clothing line: it’s a statement of belonging, freedom, and self-expression.
 
Deliverables & Outputs
Here’s a breakdown of what the project delivered:

• Full brand identity and positioning - name, tone, values, sizing philosophy.

• Apparel design concepts and collection direction for winter wear (jackets, outerwear, etc.).

• Brand visuals: packaging, hang tags, labels, signage, posters, billboard-style imagery. 

• Digital presence: website design, e-commerce visuals, social-ready imagery, and campaign materials.

• Unified branding across all touchpoints to support both performance and lifestyle positioning, from mountain slopes to everyday wear.

Impact & Vision
Vixen Winter Apparel stands as a bold redefinition of what winter sportswear can be: inclusive, stylish, performance-driven, and emotionally empowering. By designing for all bodies and blending rugged function with refined visual identity, Vixen invites everyone to feel at home on the slopes and beyond. 
 
This is just the beginning. The vision for Vixen is global, seeing it worn by skiers and snowboarders around the world, rewriting the rules of winter sportswear, one fearless layer at a time.