Moxie Made

What we did

  • Brand Design
  • Graphic Design
  • Packaging Design




Moxie Made is an e-commerce platform that showcases products curated, designed or made by bold, empowered women. It blends the casual with the extraordinary, low-key with statement and luxury with everyday. The site is also home to Rachael Ray’s first ever fashion line, Convalore, a collection of Italian vegetable tanned leather handbags and belts hand-picked and designed by Rachael herself. Prime Studio was picked to craft the identity and personality of both brands and the look and feel of the site. #wearemoxiemade

Moxie Made Logo by Prime Studio


The world, through our lens, is extraordinary

Moxie Made and Convalore were founded by Rachael Ray, the TV personality and celebrity chef. Through a collaboration with Rachael, the Moxie Made team and The Spyglass Collective, we created the brand for this online community that showcases products designed or curated by inspiring women all around the world.

The brands original inspiration was from the SXSW Conference & Festivals in Austin, Texas. Similar to the festival, which celebrates the convergence of the interactive, film, and music industries, Moxie Made became a comprehensive project, which merged branding and collateral, art direction, website design and video.

MoxieMade Logo Exploration by Prime Studio


Branding the Collective

To develop the Moxie Made identity, nailing the personality of the brand was key and we worked closely with fashion industry powerhouse Alia Ahmed-Yahia from the The SpyGlass Collective throughout the project. Themes that we kept in mind throughout the process were 'down-to-earth', 'bold', and 'rebellious.' By using these pointers and conducting a comprehensive graphic exploration, we crafted the perfect mark for Moxie Made—simple with a twist, bold contrast and edge.

Website & E-Commerce

Creating a website that acts as a platform to showcase the personality of Rachael along with those of the other collaborators was a complex ask. Our solution was through a combination of informational storytelling, editorial content, and inspirational imagery, all having the theme of “moxie” at the core. If something didn't have a strong point of view there was no place for it on our site. Following this philosophy we were able to express the determination and energy behind “moxie” on the website through bold typography, aspirational tone of voice and considered color and photography.

We were thrilled when the site received an Ace Award for Best Launch of 2019 from the Accessories Council

MoxieMade Collateral by Prime Studio

Packaging & Collateral

The versatility of the identity allowed us to create a beautiful collateral suite, which really reflected Rachael’s personal connection to the brand. For example, we had metallic foiled invitations that included a personal note from Ray on the back, wrapping papers that will change yearly to showcase new artist collaborations, and a shopping bag that featured a subtle varnished logo, representing the brand's "everyday luxury" trademarked phrase.

MoxieMade Shopping Bag and Tissue by Prime Studio

Art Direction & Working with the Moxie Team

As the site took shape, we determined how the visuals of the brand should look and decided that the launch campaign should use natural, confident women for the campaign shot in beautiful Topanga Canyon by the photographer Chris Clinton.

Working closely with a group of strong, creative women, like the MoxieMade team the shoot was a great success. We worked hard, mixed ideas, laughed a lot and came out with some great imagery.

Moxie Made Brand Video by Prime Studio
I've been hiring and working with creative agencies for 15 years and Prime Studio is one of the best partners I've worked with. They understood our needs and were able to seamlessly translate our vision into a reality that's relevant and competitive in our industry.

Launch & Event Design

Moxie Made launched on March 2019 at SXSW in Austin, Texas and we helped the team at The Spyglass Collective design the Moxie Made Airstream, which was used to showcase the Moxie Made products. The combination of our logo, placed on the airstream in distressed metal, with an Austin style photo-booth, alongside our branded collateral helped the brand launch in true Moxie Made fashion.

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